movie attendance study - wikileaks research... · movie attendance study 2007 included in this...
TRANSCRIPT
Movie Attendance Study
2007
Included in this Report.......Summary 2Moviegoing 3Admissions 5Frequency 6Ethnicity 11
MPAA 2007 Movie Attendance Study2 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years
10.811.17.87.98.5
TotalPublic
Other Hispanic Caucasian African-American
Summary
© Solymosi Tamas | Dreamstime.com
Movie attendance dipped slightly in 2007From mid-July 2006 to mid-July 2007, there were 2% fewer moviegoers than in the same period the previous 12 months. This decrease was primarily led by two age groups - movie-goers 12-24 years old dropped 3% in 2007 while moviego-ers 25-39 fell by 7%. Market share among the age groups remained static.
Admissions remained stableThere were 1.47 billion U.S. admissions, led by ticket purchases among 12-24 year-olds who represent 38% of all admissions. Increases in ticket purchases by the two younger age groups (up 4% and 1%, respectively) was able to offset decreases among the two older age groups (down 7% and 2%, respectively).
Percent of Admissions by Age Group
Both moviegoing and admissions were split evenly between males and females.
Moviegoers went to the movies less frequentlyThere was a shift in market share toward those who go to the movies less than once per month. There were more occasional and non-moviegoers in 2007, while the pro-portion of those who go infrequently (once or fewer per year) did not change.
Average Admissions per Moviegoer by Ethnicity
Hispanic and Other moviegoers lead the wayThe average person saw 6.0 movies in the theater in 2007, while the average moviegoer went to 8.5 mov-ies. Hispanic and Other moviegoers continue to see more movies per person than Caucasian moviegoers, though Caucasians still represent the majority of all moviegoers with 65%.
A moviegoer is defined as a person who sees at least one movie in a theater in a twelve month period.A frequent moviegoer is defined as a person who sees at least one movie in a theater per month.
Other ethnicity could include Asian, Native American, multi-ethnic, etc.
12-2428%
40-5932%
25-3927%
60+13%
Percent of Moviegoers by Age Group
60+9%
25-3929%
40-5924% 12-24
38%
Percent of Frequent Moviegoers by Age Group
40-4917%
50-598%
60+8%
25-299%
30-3917%
12-2441%
MPAA 2007 Movie Attendance Study3 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years
Moviegoing172 million people went to the movies in 2007From the middle of 2006 to the middle of 2007, there were 2% fewer people at movie theaters than the year before. Those 172 million people bought 1.5 billion tickets. The average American went to 6 movies during that time period while the average moviegoer went to 8.5 movies. Both figures have remained constant over the past five years.
Admissions per Person & per Moviegoer
Total Moviegoers & Admissions(millions)
A moviegoer is defined as a person who goes to at least one movie in a theater in a twelve month period.
© Solymosi Tamas | Dreamstime.com
1,311 1,340 1,3391,406 1,421 1,470
1,4151,472 1,470
1,289
162 158 163 157166 168
179169
176 172
1,000
1,100
1,200
1,300
1,400
1,500
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007120
170
220
Admissions
Moviegoers
8.3 8.28.6 8.5 8.5
8.2 8.4 8.4 8.58.0
5.8 6.0 6.0 6.0 6.2 6.1 6.25.9 6.1 6.0
5.0
5.5
6.0
6.5
7.0
7.5
8.0
8.5
9.0
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
per Moviegoer
per Person
Admissions data is calculated from data sourced to Nielsen EDI and NATO.
MPAA 2007 Movie Attendance Study4 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years
MoviegoersTeens & college ages still dominateThere were 48 million teen and college aged moviego-ers, 47 million 25-39 year-old moviegoers, and 79 million moviegoers 40 and older in 2007.
Thirtysomethings and fortysomethings swapped for second place again in 2007, with three million more 40-49 year-olds than 30-39 year-olds going to movies in 2007.
Male Moviegoers by Age Group(millions)
2007 Total Moviegoers: 172 million | 2007 Total Admissions: 1.5 billion
Moviegoers by Age Group(millions)
Female Moviegoers by Age Group(millions)
24252525
24 24 2423
2726
2526
28 2827
89
89
10
5
10
15
2 0
2 5
3 0
2003 2004 2005 2006 2007
12-24
25-39
40-59
60+
2525
25
25
2324
26
2426
23
30282828
27
1213
1112
1010
12
14
16
18
2 0
2 2
2 4
2 6
2 8
3 0
2003 2004 2005 2006 2007
49 50 49 50 48
34
16 17 161716
35
31
33
31
34
32
33
3331
2124 2324
22222218
2118
10
15
20
25
30
35
40
45
50
55
2003 2004 2005 2006 2007
12-24
25-29
30-39
40-49
50-59
60+
© Andres Rodriguez | Dreamstime.com
MPAA 2007 Movie Attendance Study5 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years
Admissions
© Eric Brow | Dreamstime.com
Younger moviegoers bought more ticketsAlthough there was a relatively even number of moviegoers in the younger age groups in 2006 and 2007, those moviegoers bought more tickets in 2007. At the same time, the older age groups bought fewer tickets in 2007. There was a shift from tickets bought by females in the 12-24 age group to males of the same ages.
Male Admissions by Age Group(millions)
2007 Total Moviegoers: 172 million | 2007 Total Admissions: 1.5 billion
Admissions by Age Group(millions)
Female Admissions by Age Group(millions)
© David Philips | Dreamstime.com
246
273259
270272
172
211233
218185
184
206
188 179186
72 74 78 85 82
0
5 0
10 0
15 0
2 0 0
2 5 0
3 0 0
2003 2004 2005 2006 2007
567 567540 536 558
269
124125
202151149
265225
271239
223242214236193152 145
130135138134
13713413211850
150
250
350
450
550
650
2003 2004 2005 2006 2007
12-24
25-29
30-39
40-49
50-59
60+
293 295276
260
296
202
177
201212217191
180186151165
5558565948
0
5 0
10 0
15 0
2 0 0
2 5 0
3 0 0
3 5 0
2003 2004 2005 2006 2007
12-24
25-39
40-59
60+
MPAA 2007 Movie Attendance Study6 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years
Frequency
© Marcin Balcerzak | Dreamstime.com
People went to the movies less frequentlyThere were fewer people who go to the movies at least once a month as frequent moviegoers hit a 5-year low in 2007 with just 22% of the population.
2007 Total Frequent Moviegoers: 54 million | 2007 Total Admissions by Frequent Moviegoers: 1.1 billion
Frequency of Moviegoing
Admissions by Frequency
22%
28%
24%25%
28%
11%
34% 34%
37%35%36%
13%11% 12%
13%
27%
24%
29%
26%
29%
10%
15%
20%
25%
30%
35%
40%
2003 2004 2005 2006 2007
Frequent
Occasional
Infrequent
Never
Frequent = at least once per month (12x/year)Occasional = at least once in six months (2-11x/year)Infrequent = less than once in six months
78% 81% 82% 80% 77%
2% 2% 1% 2% 2%20% 17% 16% 18% 21%
0.10%
10.10%
20.10%
30.10%
40.10%
50.10%
60.10%
70.10%
80.10%
90.10%
100.10%
2003 2004 2005 2006 2007
Infrequent Occasional Frequent
Occasional moviegoers picked up the slackWith 37% of the U.S. population going to the movies at least twice a year, occasional moviegoers represented 21% of all movie tickets purchased - an all-time high.
MPAA 2007 Movie Attendance Study7 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years
41%42% 41%
36%
41%
23%
27% 26% 25%29%
26%
25% 25%24%25%
8%9%7%8%8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2003 2004 2005 2006 2007
12-24
25-39
40-59
60+
© Andrejs Pidjass | Dreamstime.com
2007 Total Frequent Moviegoers: 54 million | 2007 Total Admissions by Frequent Moviegoers: 1.1 billion
Frequent Moviegoers by Age
Frequent = at least once per month (12x/year)
Younger Moviegoers go the most oftenMoviegoers 12-24 years old represent 41% of all those who go the to theater at least once a month.Among all teens, 43% of frequent moviegoers are 16 or 17, up from only 35% in 2006.
Frequent Teen Moviegoers by Age
Frequent Moviegoers
23% 26% 33% 28% 26%
45% 39% 31% 37%31%
32% 35% 36% 35% 43%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2003 2004 2005 2006 2007
16-17
14-15
12-13
MPAA 2007 Movie Attendance Study8 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years
12-2427%40-49
20%
50-5913%
60+13%
25-299%
30-3918%
2007 Total Frequent Moviegoers: 54 million | 2007 Total Admissions by Frequent Moviegoers: 1.1 billion
Percent of Frequent Moviegoers by Age: 2007
Frequent = at least once per month (12x/year)
Younger frequent moviegoers are disproportionate to the total population
Percent of Moviegoers by Age: 2007
Percent of Moviegoers by Age Group2005 2006 2007 Population
12-24 29% 28% 27% 22%25-29 10% 10% 9% 8%30-39 18% 19% 18% 16%40-49 19% 18% 20% 18%
50-59 13% 13% 13% 15%60+ 11% 12% 13% 20%
Percent of Frequent Moviegoers by Age Group2005 2006 2007
12-24 41% 36% 41%25-29 11% 11% 9%30-39 15% 18% 16%40-49 15% 15% 17%
50-59 10% 9% 8%60+ 7% 9% 8%
12-2442%
30-3916% 25-29
9%
60+8%
50-598%40-49
17%
Although 12-24 year-olds represent 22% of the total population in the United States, they represent 27% of all moviegoers and 41% of all frequent moviegoers.
© Aaron Kohr | Dreamstime.com
MPAA 2007 Movie Attendance Study9 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years
22%
29%
23%
27% 28%
24%
32%
26%
35%
32%
20% 20%
23%
18%
23%
15%
20%
25%
30%
35%
40%
2003 2004 2005 2006 2007
With Children (17 and younger) With Teenagers (12-17) No Children
© Pavel Losevsky | Dreamstime.com
2007 Total Frequent Moviegoers: 54 million | 2007 Total Admissions by Frequent Moviegoers: 1.1 billion
Frequent Moviegoers by Household Composition
Frequent = at least once per month (12x/year)
Parents and single moviegoers go the most oftenMoviegoers who live with children go to the movies more often than those without children in the home. Single moviegoers go more often than married movie-goers (Note: this does not take single parents into account).
Frequent Moviegoers by Marital Status
Does not include teen respondents
22%21%
19%
22%
17%
25%
28%
23%
30%
24%
15%
17%
19%
21%
23%
25%
27%
29%
31%
2003 2004 2005 2006 2007
Married Single
MPAA 2007 Movie Attendance Study10 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years
8% 6% 8% 6% 6%
11% 9% 10%7% 8%
13% 16% 12%11% 11%
18% 17% 20%20% 21%
50% 52% 50% 56% 54%
0.40%
10.40%
20.40%
30.40%
40.40%
50.40%
60.40%
70.40%
80.40%
90.40%
100.40%
2003 2004 2005 2006 2007
$50,000 and over
$35,000 to $49,999
$25,000 to $34,999
$15,000 to $24,999
Under $15,000
7% 6% 7% 4% 4%
11% 7% 10%7% 8%
14%14% 10%
9% 11%
16%17% 17%
23% 19%
52% 56% 56% 57% 58%
0.40%
10.40%
20.40%
30.40%
40.40%
50.40%
60.40%
70.40%
80.40%
90.40%
100.40%
2003 2004 2005 2006 2007
$50,000 and over
$35,000 to $49,999
$25,000 to $34,999
$15,000 to $24,999
Under $15,000
Frequent = at least once per month (12x/year)
2007 Total Frequent Moviegoers: 54 million | 2007 Total Admissions by Frequent Moviegoers: 1.1 billion
Income of Moviegoers
Most moviegoers make better than $50K per yearMost people who see at least one movie a year in the theater make $50,000 or more per year. Further, three-quarters of all moviegoers make at least $35,000 per year.
Income of Frequent Moviegoers
© max blain | Dreamstime.com
Frequent moviegoers also make better than $50K per yearThe household income makeup of those who see a movie in the theater at least once a month mirrors that of total moviegoers, with slightly more dependence on the $35K and over segments.In 2007, there was a shift towards those frequent moviegoers who make between $15K and $35K.
MPAA 2007 Movie Attendance Study11 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years
Admissions per Moviegoer by Ethnicity2003 2004 2005 2006 2007
Caucasian 7.8 7.5 7.8 7.8 7.9Hispanic 9.9 12.1 10.8 9.2 10.8African-American 9.8 6.6 8.6 10.0 7.8Other 9.1 9.4 8.1 9.7 11.1
Ethnicity
© Noriko Cooper | Dreamstime.com
Hispanics went to more movies in 2007With 8% more Hispanic moviegoers than in 2006, this group was responsible for buying 297 million tickets (up 24%) and 10.8 tickets per person (up 17%) in 2007. Despite a declining number of moviegoers and admissions, Caucasians still represent the largest group of moviegoers with 115 million people (67%).
Survey is conducted only in English
2007 Total Moviegoers: 172 million | 2007 Total Admissions: 1.5 billion
African-Americans dippedNot only were there fewer African-Americans that went to the movies in 2007, but they also bought fewer tickets and went to fewer movies each.
Other Ethnicities grewMoviegoers of various eth-nicities (i.e. Asian, multi-ethnic, Native American, etc.) went to more movies each than any other ethnicity, seeing 11.1 movies each in 2007.
Moviegoers by Ethnicity (millions)
2003 2004 2005 2006 2007Caucasian 118 127 113 120 115Hispanic 23 25 25 26 28African-American 20 22 21 20 19Other 9 9 10 10 10
Admissions by Ethnicity (millions)
2003 2004 2005 2006 2007Caucasian 918 942 879 936 909Hispanic 224 301 271 240 297African-American 199 143 181 195 150Other 90 84 84 101 115
MPAA 2007 Movie Attendance Study12 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years
Frequent = at least once per month (12x/year)Survey is conducted only in English
2007 Total Frequent Moviegoers: 54 million | 2007 Total Admissions by Frequent Moviegoers: 1.1 billion
Ethnicity of Moviegoers
African-American moviegoers went to the theater less frequently in 2007Although there were fewer frequent moviegoers among all ethnicities, African-Americans are the only ones to lose market share, due to a 43% drop in the number of moviegoers.
Frequent Moviegoer Admissions by Ethnicity
© Noriko Cooper | Dreamstime.com
Frequent Moviegoers by Ethnicity
Ethnicity of Frequent Moviegoers2003 2004 2005 2006 2007
Caucasian 63% 66% 60% 63% 65%Hispanic 16% 20% 20% 17% 18%African-American 14% 10% 13% 13% 9%
Other 7% 5% 7% 7% 8%Caucasian
65%
African-American
9%Hispanic18%
Other8%
33%
36%
30%
36%30%
45%
55%
35%
44%
44%
31%26%
45%
36%
42%
42%
46%
38%39%
47%
2 5 %
3 0 %
3 5 %
4 0 %
4 5 %
5 0 %
5 5 %
6 0 %
2003 2004 2005 2006 2007
Caucasian
Hispanic
African-AmericanOther
74%80%
76%
81%
76%
87%
84% 83%
92%
81%
87%
71%
75%
84%
82% 81%
86% 86%
6 5 %
7 0 %
7 5 %
8 0 %
8 5 %
9 0 %
9 5 %
2003 2004 2005 2006 2007