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6/28/13 American Moviegoers – Those Wonderful People Out There in the Dark - Cliff Marks - [email protected] - Guest MediaBizBloggers - Jack Myers
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Home > Guest MediaBizBloggers > American Moviegoers – Those Wonderful People Out There in the Dark Cliff Marks
American Moviegoers – Those WonderfulPeople Out There in the Dark Cliff Marks
Published: February 25, 2013 at 12:47 AM GMT Last Updated: February 25, 2013 at 12:47 AM GMT
By Cliff Marks
Whether or not your pick for Best Picture or Best Actress won an Oscar last night,I think we can all agree that the Academy Awards are always an exciting way forboth fans and the industry to reflect on the very best of cinema.
Year after year, the movies are America's number one entertainmentdestination, and 2012 was Hollywood's biggest year ever. U.S. Box Officereached $10.83 billion, up 6.5% over 2011, and attendance was up 6.3% asmoviegoers flocked to theaters to see everything from "Lincoln" and "LesMisérables" to "Ted" and "Frankenweenie" – once again proving that there trulyis something for everyone at the movies.
ABC touted sold out ad inventory at record prices for last night's Oscars telecast,and it's nowonder that advertisers are clamoring to reach movie fans. Accordingto the latest research from Nielsen NRG's 2012 American Moviegoing report,the most exciting story at the movies last year was not on the big screen, but inthe audience.
There is an old film business saying that, as long as kids want to get away fromparents and parents want a break from the kids, people will always go to themovies. In 2012, over 70% of Americans ages 12 and older saw a film on the bigscreen. In great news for exhibitors, the majority of moviegoers reported thatthey prefer to see films in a theater for reasons ranging from the distractionfreeenvironment to the fact that it is a great excuse to get out of the house and spendtime with family and friends. Movies are still one of the most economicalentertainment options around, with an average ticket price of $7.96. In the mindsof today's audiences, the perceived entertainment value of seeing a film in thetheater considerably outweighs the value of buying DVDs/BluRays, Redboxrentals, subscription rentals or streaming.
• As you might expect, younger moviegoers ages 12‑34, who represent 39% ofthe population, account for 53% of all ticket sales. But older adults are catchingup – the proportion of moviegoers ages 6574from the Baby Boomers generation has beengradually growing at the expense of middleaged moviegoers. Although there were slightlymore female than male moviegoers in 2012(51% and 49%, respectively), men accountedfor 55% of theatrical attendance last year.
• In a Hollywood plot twist, Hispanics were theheaviest and most frequent moviegoers in2012, accounting for 25% of all movie ticketssold even though they are only 15% of theU.S. population. Over 86% of this dedicatedgroup of fans agree that it is important to go tothe movies for the social experience (trending12% higher than nonHispanics), so it should
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6/28/13 American Moviegoers – Those Wonderful People Out There in the Dark - Cliff Marks - [email protected] - Guest MediaBizBloggers - Jack Myers
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12% higher than nonHispanics), so it shouldcome as no surprise that Hispanics are themost likely demographic to go to the movies ingroups of four or more.
• When it comes to technology, moviegoers were way ahead of the mobiledevice curve with a far higher penetration of smartphones and tablets than thegeneral public. Overall, mobileconnected moviegoers are even bigger filmenthusiasts than the average person and are considerably more likely to havespent up to 35% more on entertainment in the past month. They like to text,tweet or post right after seeing a movie, and were also much more likely to buytickets online, to see a movie on opening weekend, to see a film more thanonce, and to see it in 3D in 2012.
• Speaking of 3D, the Nielsen report also revealed that audiences havedeveloped a true appetite for the third dimension. A clear majority of moviegoers(63%) who saw a 3D movie within the past year said they are likely to seek outfuture movies in 3D. Indeed, 4 out of 10 said that seeing a movie in 3D isimportant enough to them that they would wait for another time or go to anothertheater if their intended 3D showing was sold out.
All of this data certainly bodes well for the future of American moviegoing, andensures that The Academy of Motion Picture Arts and Sciences will be handingout Oscars for many more years to come. But, while we all know that millions ofpeople tuned in to watch the 85th Academy Awards on the ABC network lastnight, you might not know that there's a good chance that many of the people inthat same audience also went to movies this weekend. In fact, according toNielsen, cinema is the number one "network" in the country on weekends –beating out all TV and cable networks on Fridays and Saturdays every month ofthe year in 2012 in terms of reach.
TV and cinema have always had a symbiotic relationship, with TV networksusing cinema advertising to reach entertainment audiences on weekends andstudios using TV spots during the week to sell movie tickets. According toresearch conducted by the Cinema Advertising Council (CAC) member NCMMedia Networks, the moviegoing experience has been shown to have a verypositive influence on the audiences' emotional response to all advertising, andalso has been proven to greatly enhance a consumer's ability to recall andenjoy ads. That's why so many marketers have discovered that combining
cinema with a TV or other sightsoundandmotion video buy leads tosignificantly greater impact and ROI across all advertising metrics.
So the next time you think about the movies, think about all of those wonderfulpeople out there in the dark. There's no remote control or other MIGA (Make ItGo Away) device in their hands – just a large popcorn and a Coke. They'reengaged, enthusiastic, social, mobile and waiting to be entertained. Is yourbrand ready for its closeup?
Cliff Marks is President & Chairman of the Cinema Advertising Council (CAC)and President of Sales & Marketing with NCM Media Networks, a leadingintegrated media company and the #1 cinema network, reaching U.S.consumers in movie theatersonline and through mobiletechnology. You can reach Cliff [email protected].
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6/28/13 American Moviegoers – Those Wonderful People Out There in the Dark - Cliff Marks - [email protected] - Guest MediaBizBloggers - Jack Myers
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