Movies Benefit as Consumers Desire Lower-​Cost Entertainment

Whether they are going to theaters, rental kiosks, or using downloads, consumers continue to show their desire for movie entertainment. A recent Market Force Information survey reveals that nearly 7 out of 10 consumers will see at least 1 in-​theater movie in the first quarter of 2010.

The chief reasons consumers visit theaters are:

  • Enjoy the large-​screen experience 50%
  • Don’t want to wait to see a specific movie 32%
  • It’s a social event with friends 24%

Consumers also plan to increase their consumption of movies out of theaters. In 2010, the most likely channels for obtaining movies are :

  • Cable TV 15%
  • Kiosk rental 41%
  • Rental store 26%
  • Online rental 27%

Two of these channels will see significantly higher use rates this year: Kiosks (26%) and online rental (21%).

Regardless of where consumers watch movies, they say that advertising plays a key role in their decision about what to watch. The following information sources influence which movies people select:

  • TV ads 72%
  • Previews at theater 40%
  • Talks with friends 37%
  • Movie reviews 30%
  • Internet searches 21%
  • Newspaper/​magazine ads 20%
  • Lobby materials 9%
  • Radio ads 9%
  • Social media 6%
  • Other 5%
  • Preview magazine 3%
  • Tweets from studios 1%

These survey findings indicate that both studios and movie theaters should be marketing more to attract consumers to new releases and to tempt them to enjoy theater amenities ranging from sound systems to comfortable seating.
[Source: Movie Consumption is on the Rise According to Market Force Consumer Survey. Market Force. 16 Mar. 2010. Web. 24 Mar. 2010] 

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.