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Background & Objectives Platypus Research Ltd, 4C. The Gateway, Fryers Way, Silkwood Park, Ossett.WF5 9TJ Tel: 01942 271 842 Email: [email protected] Web: www.platypusresearch.com Company Registration Number: 5616997

Into FilmCinema & Film Festival

Research25th November 2015

Kate Siddall

Into Film is an education charity that seeks to put film at the heart of children and young people’s learning and cultural experience. Their UK-wide programme provides 5-19 year olds with unparalleled opportunities to see, think, make and imagine, contributing to their educational, cultural, creative and personal development. In 2014 & August 2015 a benchmarking piece of research was conducted by Platypus Research which investigated young people’s opinions and behaviour with regards to film viewing and any impact that interaction with Into Film had.

To add depth of understanding to the quantitative findings, a qualitative study of young people’s attitudes and behaviour to film and cinema going, including reactions to the Into Film Film Festival was conducted by Platypus in November 2015.

This report details the findings from the qualitative research.

Research ApproachResearch was conducted via school days with young people aged 8 - 15 years. The sample was obtained from Into Film, of schools who were participating in the Into Film Film Festival 2015.

Two schools were selected to take part in the research, a primary and a secondary school both located in the Leeds area of West Yorkshire.

At each school two group discussions lasting 45 minutes were carried out with the young people;

School School YearPrimary Year 4 & Year 5 (age 8 – 10)

Secondary Year 8 & Year 10 (age 12 – 15)

Within each group there was a mix of gender and ethnicity, and all of the young people taking part had been on a cinema visit as part of the Film Festival.

The school days were conducted on 18th and 19th November 2015.

Platypus Research Ltd, 4C. The Gateway, Fryers Way, Silkwood Park, Ossett.WF5 9TJ Tel: 01942 271 842 Email: [email protected] Web: www.platypusresearch.com Company Registration Number: 5616997

Role of Cinema & Film Spare timeYoung people at primary and secondary level education have many demands on their free time, from school work, to hobbies/interests and spending time with family/friends. Week nights and weekends were occupied with homework, and clubs such as girl guides, football, cricket and dancing.

The amount of actual ‘free time’ to choose how they want to spend it is limited, and therefore, what they do during this time is an important consideration.

It appeared that the majority of the boy’s free time at home was spent gaming, on their Xbox or Playstation. Games were also played on tablets.

“I’ve got Fifa 15 & 16, I love creating my own teams” (Primary boy)

Those at primary school were also still playing with toys such as Lego and reading books, the girls also mentioned crafts and baking.

Phones and tablets were particularly important for those at secondary school, it was the main way of keeping in touch with friends via social media such as Facebook.

TV and film viewing also featured during their free time, it was a way of relaxing with family/friends or simply something to do when they were bored. TV shows such as Coronation Street, X Factor, Strictly Come Dancing and I’m a Celebrity Get Me Out of Here were being viewed.

Many of those at secondary school were viewing media content via Netflix and YouTube, they enjoyed the freedom and ability to choose to watch exactly what they wanted, when they wanted. The range of viewing material was also very appealing, they enjoyed shows such as Pretty Little Liars, 90210 and Buffy, and liked the ability to ‘binge watch’ one show after another from the series/season.

“It’s all about Netflix and chill!” (Secondary boy)

Time spent with family/friends was most likely at weekends and during holidays. Girls enjoyed shopping, having sleep overs, going for meals and activities such as bowling.

Family time appeared to be very important to the young people, particularly those at primary school. They enjoyed spending time with parents and siblings and chose activities that were ‘social’ and ‘fun’.

“We go bowling altogether, it’s really funny, my mum always misses, but I use the stand to roll my ball so I beat my sister.” (Primary girl)


Spare time – cinema goingFew spontaneously mentioned going to the cinema as part of their spare time activities, and when asked what they would spend their money on if they could choose anything they wanted to do, no one said the cinema.

Both those boys at primary and secondary school were most likely to say they would spend their money on ‘gaming’ followed by ‘sporting activities’. The girls were more likely to choose ‘music’ and ‘books’.

Most of the young people chose ‘bowling’ in preference to ‘going to the cinema’. The key reasons for this appeared to be because bowling was deemed to be more of an ‘activity’, something ‘fun’ that all the family or their friends could take part in. It was seen as a great way of spending time together and particularly appealed to the primary level.

“Bowling doesn’t have to be competitive, it’s fun for all the family, really good as a treat on a special occasion too.” (Primary girl)

Cinema going was enjoyed by all, however, it appeared to lack the level of ‘excitement’ and ‘entertainment’ that bowling created. It was deemed to be more of a ‘last resort’ option (discussed later in the report) rather than their first choice for entertainment.

“I like going to the cinema, but you just sit there in silence and can’t talk to your friends or mum.” (Primary girl)

“My mum prefers us to do something together that is actually us ‘doing something’ not just sat watching a screen, she says we do that too much at home.” (Secondary girl)

Young people’s lives are busy, there are many demands on their time, and as a result quality time with family and friends is precious and the choice of how to spend this is important. They are looking for activities which appeal to the whole family or all of their friends, those that are interactive and sociable.

Film viewing behaviourHow?Most of the young people were watching films at home at least once a week, most viewing took place at the weekend, although some were also viewing during week nights, this tended to be with older siblings.

“I watch films nearly every night in my brother’s room.” (Primary boy)


Films were being viewed at home in a number of ways, including; DVDs and Blu-ray on the family TV/TV in their bedroom and via a games consoles Normal broadcast TV Pre-recorded from broadcast TV Streamed via media players such as Firestick.

The most popular way however, appeared to be via subscription sites such as Netflix.

Netflix was particularly enjoyed by the secondary aged young people, they liked the ability to view independently whatever they wanted, when they wanted and how they wanted. They were able to view on TV, their phones or via a tablet. The level of freedom and autonomy of choice was very appealing, they were not restricted by scheduling or by what other members of their family wanted to view. They also liked the absence of advertisements and that it recommended other films that they might be interested in watching.

“I can watch anything I want, I watch it in my bedroom or on the sofa on my tablet with my headphones on.” (Secondary boy)

Why?Films were being viewed primarily to fill time, they were chosen when the young people were bored or didn’t want to participate in any other activity. They were deemed to be a good way to relax and ‘chill out’.

“I watch them when there is nothing else to do.” (Primary girl)

Films were watched on their own, when friends came over to see them or with family members.

What?The most appealing genres were action, fantasy and adventure. Primary also particularly loved comedy and anything that was humorous. There were a mix of newly released and classic films being viewed some of the favourites mentioned by the primary children included;

The Hobbit Lord of the Rings Harry Potter Big Hero 6 Lego Movie Pixels Teenage Mutant Ninja Turtles Despicable Me/Minions Superman Batman returns Hotel Transylvania Dolphin Tale Toy Story

“I love Harry Potter it’s magical but could almost be real.” (Primary girl)“Minions is so funny!” (Primary boy)


Films viewed by secondary school young people included;

White Chicks Saw Charmed We’re the Millers Fast and Furious Fantastic Four Scream Agent 47 Home Alone Pitch Perfect Hunger Games Maze Runner

For both primary and secondary films particularly appealed that included their peers, they enjoyed viewing the experiences, both real and fictional of those of a similar age. Previous studies have shown that young people actively search out media content that contains those their own age, they can relate to the story lines and use the actor’s experiences/personality traits to help develop their own identities.

Cinema goingMotivators and barriersCinema going was described by all as an ‘enjoyable’ and ‘fun’ experience, there appeared, however, to be greater levels of excitement from primary vs secondary. Primary found the whole experience exciting; the ‘big screen’, the ‘popcorn and sweets’ and ‘watching the film in the dark’.

The difference in excitement levels may be due to the frequency in which primary vs secondary young people are able to go to the cinema, with primary having more restrictions over the number of times they can go due to the dependence on parents/family to take them. Whereas secondary have the financial and social independence to visit more often.

The main things young people liked about the cinema were; Watching a film on a ‘big screen’ with high quality sound and effects The food and drink choices (although deemed expensive) – Primary particularly

liked the children’s boxes, including drink and popcorn The trailers for forthcoming films – the main way of finding out what films were

coming out next 3D films – more exciting Family time, spending it together Games to play on in the foyer

“4K images are really good and I like it when it’s so loud your chair vibrates.” (Secondary boy)

Secondary young people voiced more concerns/dislikes of the cinema experience, these included;


Expensive tickets People talking while the film is on People sitting in their seat when they had pre-booked it Over priced food and drink Uncomfortable chairs – unable to recline/rest their feet Too busy/crowded Waiting too long for the film to come on – annoyance that the start time was not

when the film is actually shown, there were too many adverts before the film started

“I hate it when you book a seat and then someone is in it and I’m too scared to ask them to move so I have to sit right at the front.” (Secondary boy)

“When I went there was a boy with a laser pen, he kept pointing on the screen and at people, no one stopped him.” (Primary boy)

Price was the key barrier to visiting more frequently, this included the price of the tickets and the food/drink.

“It’s £7 for a two hour film, I could get a DVD for £10 and watch it as much as I wanted.” (Secondary boy)

“£4.50 for nachos is so expensive, and over £3 for popcorn, I take my own but it’s not as nice as getting it there.” (Secondary girl)

For some the cinema experience did not outweigh the cost of going. Many secondary children felt that they could enjoy a film on a comparable level in the comfort of their own home.

“I can watch a film on Netflix lying on my bed, without someone talking over it and annoying me.” (Secondary boy)

Frequency and choiceMost of the young people said they really enjoyed the cinema experience and tended to go monthly to once every few months.

Frequency of visit was restricted for some primary as they had siblings which were too young to go, this meant that they were only able to go with one parent (whilst the other one stayed at home) or when their sibling was in childcare.

“We can’t go very often as my sister is only 2 and she won’t sit still, so I go with my mum or dad on my own sometimes.” (Primary boy)

Most of the primary children went to the cinema with their parents/family, whereas the secondary tended to go with friends or older siblings.

“There is no way I would go with my parents!” (Secondary girl)

“I go with my brother and his girlfriend” (Secondary boy)


How the film was chosen depended on who they were going with. If it was with their parents, they tended to have the most influence over what was viewed. Those with siblings said they sometimes took it in turns to choose or put it to a ‘family vote’. Ultimately it appeared that the parents would view whatever film would make their child/children happy.

“My dad looks at what is on then we choose the best one.” (Primary boy)

The secondary young people chose a film based on one that would appeal to all of those going to view it.

Reasons for goingThere were three main reasons cited for going to the cinema; to watch a film they wanted to see, to find something to do and for a special occasion.

If there was a ‘good’ film coming out that they had been looking forward to viewing, primary children would ask their parents if they could go and see it, or secondary would organise to go with friends.

“Sometimes I can’t wait for the sequel to come out and I make sure I’ve got enough money to go and see it when it does.” (Secondary girl)

It appeared however, that a lot of the cinema visits were ad hoc and unplanned and based on finding an activity to fill some spare time. This was particularly true on weekends when the weather was poor and outside activities were restricted.

“We go when there is nothing else to do on a weekend.” (Primary boy)

“If I’m shopping and we are cold we sometimes just go in the cinema.” (Secondary girl)

Another trigger to cinema viewing was special occasions, some of the primary young people had visited the cinema as part of their/sibling/friends birthdays, or as a treat for being particularly good/achieving something.

“We went for my friend’s birthday with his mum and then went to McDonalds.” (Primary boy)

None of the young people mentioned going to the cinema based on offers/events. The offers they were aware of included; Vodafone cinema pass and cheaper tickets for children at some cinemas on weekend mornings.

Encouraging cinema visiting


Film Based

Fill time

Special occasio

n

A reduction in the price of cinema visits was deemed to be a motivator for visits, however, enhancing the overall cinema experience and alleviating some of the barriers/negatives associated with going to the cinema appeared to have more of an influence, particularly for the secondary aged young people.

Spontaneously a number of improvements to the cinema experience were suggested;

Mirror the home environmentSome of the young people said the cinema seats/layout was uncomfortable, and they preferred to view films in the comfort of their own home. It was suggested that the seats at all cinemas could be improved, so as they were in line with those experienced at the Showcase Cinema de Lux (experienced at Birstall Leeds) or in the sofa/cushion style found at the Everyman cinemas.

Additions such as foot rests and fold out tables for drinks/food were also suggested.

Presence of a cinema attendant Generally, the secondary young people were visiting with friends, not parents, and were, therefore, less likely to feel confident and comfortable asking another cinema-goer (particularly if they were the same age) to stop talking/kicking their seat, throwing popcorn or to move seats if they were in theirs. If a cinema attendant was present at the start and at regular points during the film monitoring the viewing behaviour of those within the cinema it was felt that this would make the viewing experience more relaxed and enjoyable.

“I hate it when you can’t hear the film as they are all shouting and messing about.” (Secondary girl)

Discounts/offersIt appeared that cheaper tickets would encourage them to go more often, and it was suggested that deals on weekend mornings (kidsclub/movies for juniors) should not just be for children (below 10 years) they should be available for older children/teenagers. Special screenings for teens really appealed (as long as there was an attendant present), it was deemed a good way to socialise with friends and enjoy a film aimed at their age group at a reduced cost.

“There should be a ‘teens pm’, not just for young kids in the morning.” (Secondary girl)

A loyalty card for regular cinema goers was suggested, for example visit five times and get one ticket free. This would encourage regular visits, as they felt they would actually ‘get something back’ for going.

Discounts on food/drink also held appeal, although it was more of a ‘nice to have’ it would not be a key driver to actually visiting the cinema.


Enhancing the viewing experienceWays were suggested to heighten levels of excitement these included interactive screens/tablets in the back of seats to use whilst waiting for the film to start, these could include film based games/quizzes and information about how films were made.

It was also suggested that there should be more 4D films. Many had experienced these at theme parks, and enjoyed the sensorial experience including; their seats moving, feeling the wind on their faces, snow on their heads and the smells of explosions/food.

“4D films would be sick!” (Secondary boy)

Prompted Ideas – Most AppealingOf the pre-prepared ideas tested to encourage cinema going, the most appealing were related to discounts on tickets. These included;

Bring a friend for half price – particularly appealed to the secondary aged young people, who would share the discounted cost with their friend

Group discounts – would be good for special occasions, birthdays and for large groups of friends

Prompted Ideas – Least AppealingLacking in appeal were last minute discounted tickets, as it was felt to be unfair if they had already purchased tickets at full price and then were made aware of the discount. Generally, the cinema trip was planned, therefore, tickets would have been purchased in advance.

Also lacking excitement were discounts on other things as they didn’t think they would use these, only food related discounts appeared to have wide appeal, but needed to be for ‘low cost’ eateries such as KFC and McDonalds, as they tended not to eat out frequently at other restaurants with friends. Some of the girls thought discounts on clothes retailers such as ASOS, New Look and Topshop would be motivating.

Least appealing to secondary young people were parents for free, they tended not to go regularly with parents so it lacked impact, primary thought it would be good to offer but preferred the ‘bring a friend/group discount’.

Also generally lacking in appeal were those associated with extra activities and interactivity;

Instant reviews/interactivity – few said they would actually write a film review or read them, most preferred to ask their friends who had seen a film or watch the trailers

Recommendations of films based on what they watch/like – although this appealed on Netflix the young people did not like the idea of being sent emails/messages with film recommendations. They felt they would not have the time to look at these and again preferred to watch trailers to see what would appeal

Better website/information online – few were accessing the websites other than to look at what was on or to book tickets, and this information was felt to be adequate and easy to access

Having a say over what is screened – the idea appealed however they failed to see how this would work in practice, they did not think they would be engaged enough with films to join a young people’s programming club/network, and struggled to understand how they could actually have an influence on screenings


Extra activities – workshops, quizzes, Q&As. The idea of being able to ask questions after a film had finished about the story line, the actors and characters did appeal, but few wanted to stay behind and do a workshop or take part in quizzes. They felt that this was too much like school/education and for them going to the cinema was a way to relax and be with friends, they just wanted to see the film and spend time together

“I don’t care about doing other things, I just want to watch the film” (Secondary girl)

Film festivalReactions to the Film Festival were very positive, everyone really enjoyed the experience of going to the cinema with their school.

“It was amazing, amazing, amazing.” (Primary boy)

There was a lack of awareness as to the reason why they were actually going, some from the Primary school thought that it was National Film Week and were going because of that. Most however, thought the visit was a ‘reward’ from their school for good attendance and behaviour.

“Only those that had really good attendance were allowed to go.” (Secondary girl)

There was also low awareness of the Festival being an Into Film event. Only a few were aware of Into Film, they had heard about it during the film screening and the advertisement that was shown prior to the film. The young people did not understand the role of Into Film.

Positive feedbackOverall most of the feedback regarding the Film Festival was positive;

Enjoyed viewing a film with friends Had the opportunity to visit a different type of cinema that most had never been

to before, the ‘Everyman’. This had an unusual seating, ‘sofas with cushions’, ‘tables for your food/drink’ and the ability to order food to eat during the film such as pizzas. There was less positivity towards the mix gender toilets!

Exposed them to a film/genre that they may not normally have chosen. Some also went to a 3D film which they had not experienced before.

“I would never have gone to see Jurassic World, and I thought I would hate it, but I really liked it, it was scary and exciting.” (Secondary girl)

“I wouldn’t have seen Cinderella, but I was surprised I enjoyed it, it wasn’t what I expected.” (Primary boy)

“The 3D was really good and they let us take home all the spare glasses, I took 7!” (Secondary boy)


Negative reactionsThere were some negative reactions to the cinema visit;

Not being able to choose the film they wanted to watch. The school selected the film for everyone to view. The young people felt that it would have been better to have had a vote to choose the film that most wanted to view.

“I had already seen Dolphin Tale 2 on Sky Movies.” (Primary boy)

Some of the primary young people said they preferred to go with their parents as there were parts of the film that made them feel sad or scared, and they missed the comfort/reassurance of their parents. They also missed not being able to ask questions about the film, particularly bits that they did not understand and would have liked their parents to explain to them.

“I like going with my mum as if I get scared I can cuddle her. I also like to take my bear with me” (Primary girl)

Some young people weren’t given the opportunity to sit with their friends, they were told where to sit by the teachers, they would have preferred to sit with who they wanted to

Primary were also not allowed to take drinks in with them, they would have liked the opportunity to purchase or take a drink with them from home.

“I was so thirsty, we could take one bag of sweets but not a drink.” (Primary girl)

There was a dislike of other schools being at the screening, they would have preferred to aid comfort levels for it just to have been their school, and the pupils/teachers they knew.

“One girl kept kicking my chair, I didn’t know her and she kept looking at me funny.” (Primary girl)

Overall the Film Festival cinema experience was a positive one and everyone enjoyed the opportunity to see a film they may not have normally watched in a cinema and one that they may not have previously visited. The visit had a positive effect on future cinema going with all the young people saying that they would be encouraged to go to the cinema again because they had enjoyed it so much.


Film clubNone of the schools involved in the research had a film club. One of the schools had a DVD club at lunch times for those that did not want to go outside, but this purely showed DVDs, it did not include any other film related activities.

“I don’t go to the DVD club it’s boring, they are all old films and you have to sit on the floor!” (Primary boy)

“You have to be really quiet, can’t talk or laugh.” (Primary girl)

There were greater levels of interest in an after school film club from the primary young people vs the secondary. They were interested in finding out how films were made and being able to make your own film.

“I would love to make a film! I’d like to be an actor in it.” (Primary girl)

Most of the secondary young people said that there were other clubs/activities they would rather take part in, or felt they were just too busy to join. The young people appeared to perceive Film Clubs quite negatively, with views that the activities would be quite dull and ‘not for them’.

“I’d expect it to be full of film buffs and geeks.” (Secondary girl)

“I’d rather be playing football.” (Secondary boy)

They liked the idea of being able to watch new or different genres of films but their interest in films was not enough to really want to understand how films were made or to make their own.

Film industry & InfringementSome of the young people from both the primary and secondary schools were aware of the British Film Industry. There was low understanding of its role and purpose, most thought that it was to do with making films and classifying the ages for film viewing.

“Is it when they make films in Britain?” (Secondary girl)

“They look at films and rate them.” (Secondary boy)

A few of the primary young people were aware of film piracy, there was a very basic understanding that is was copying films illegally. There was limited awareness of the consequences for the film industry or what should be done to prevent it happening.

“I think it is copying films when you shouldn’t.” (Primary boy)

“You would get arrested if you did it.” (Primary girl)


There was much greater awareness and understanding from the secondary young people, all had heard of piracy, the majority understood what it actually was and many had viewed a film illegally.

“It’s when they upload films to YouTube without the writers knowing.” (Secondary boy)

“It’s recording fake films onto websites that you can watch them on.” (Secondary girl)

The young people understood that copying and streaming films was illegal, and would have a detrimental effect on the number of people visiting the cinema, however, they believed it actually helped them.

“It’s bad but good for us.” (Secondary girl)

Many had accessed illegally steamed films via websites such as Movie-Tube and Mega-Movie, they liked the fact that they could view films for free and there was a much greater choice compared to subscription or pay to view websites.

“There is so much more than Netflix, Movie-Tube has everything on it.” (Secondary boy)

It did not appear to deter viewing that the quality of the films was poor in comparison to those shown at the cinema or streamed, they were accepting that this was part of the availability of free films.

“I saw someone stand up once in front of the film, it must have been recorded at a cinema.” (Secondary boy)

They felt that in order to prevent illegal downloading and copying of films that there should be greater security on the internet, and websites for media sharing should be closed down.

“If it is such a problem they should just close the websites down or take the films off YouTube.” (Secondary boy)


Conclusions & RecommendationsFilm viewing and cinema going remains an enjoyable part of young people’s lives, however, there are a number of factors that appear to be threatening the regularity of cinema visits.

The ways in which films can now be accessed at home, particularly by secondary aged young people appears to be having a detrimental effect on the frequency of cinema visits. Services such as Netflix, offers immediate, independent viewing choices in a very cost effective manner. Young people are able to easily view films in the comfort of their homes, with the people they want to view.

Viewing at home for some young people appears to offer a less intimidating and more comfortable viewing experience. The cinema environment for this age group can be intimidating and negative associations can really deter them from spending their money on a cinema visit.

Other activities that are deemed more ‘fun’ and ‘exciting’ such as bowling or gaming are also competing for the young people’s and their family’s time and money.

The cinema, particularly for the secondary young people lacks the excitement that other activities or past times create.

Positively the cinema experience is deemed a good way to meet and spend time with friends and family, and they enjoy viewing a film they have been looking forward to being released.

However, to really encourage viewing the barriers and negative associations with cinema visits need to be overcome, ways to heighten excitement also need to be considered such as;

Cinema attendants – to monitor cinema goer’s behaviour and ensure the experience is a pleasurable one for all young people

Offers on tickets – to encourage friendship and family visits, and discounted screenings aimed at teenagers

Enhancing the viewing experience – interactive tools whilst waiting for the films to start, availability of 4D screenings and increased comfort via seating and services.

It is also very important to clearly communicate these initiatives, such as the availability of luxurious comfortable seating (Cinema de Lux) as few young people were aware of the existence of this in a cinema relatively close by,

The Film Festival received very positive reactions and provided the opportunity for many young people to experience a cinema visit unlike others they were familiar with. The Festival could be an opportunity to educate and raise awareness of the issues related to piracy and infringement, it could also be a way of communicating the benefits of attending a Film Cub.

Stereotypical associations of a Film Club need to be challenged and the Festival could be a way of introducing Club activities to young people.


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