American Moviegoers – Those Wonderful People Out There in the Dark - Cliff Marks

Year after year the movies are America39s number one entertainment destination and 2012 was Hollywood39s biggest year ever US Box Office reached 1083 billion up 65 over 2011 and attendance was up 63 as moviegoers flocked to theaters to see everything from quotLincolnquot and quotLes Misamp233rablesquot to quotTedquot and quotFrankenweeniequot amp8211 once again proving that there truly is something for everyone at the moviesABC touted sold out ad inventory at record prices for last night39s Oscars telecast and it39s nowonder that advertisers are clamoring to reach movie fans According to the latest research from Nielsen NRG39s 2012 American Moviegoing report the most exciting story at the movies last year was not on the big screen but in the audienceThere is an old film business saying that as long as kids want to get away from parents and parents want a break from the kids people will always go to the movies In 2012 over 70 of Americans ages 12 and older saw a film on the big screen In great news for exhibitors the majority of moviegoers reported that they prefer to see films in a theater for reasons ranging from the distractionfree environment to the fact that it is a great excuse to get out of the house and spend time with family and friends Movies are still one of the most economical entertainmentamp160options around with an average ticket price of 796 In the minds of today39s audiences the perceived entertainment value of seeing a film in the theater considerably outweighs the value of buying DVDsBluRays Redbox rentals subscription rentals or streamingamp8226 As you might expect younger moviegoers ages 12amp820834 who represent 39 of the population account for 53 of all ticket sales But older adults are catching up amp8211 the proportion of moviegoers ages 6574 from the Baby Boomers generation has been gradually growing at the expense of middleaged moviegoers Although there were slightly more female than male moviegoers in 2012 51 and 49 respectively men accounted for 55 of theatrical attendance last yearamp8226 In a Hollywood plot twist Hispanics were the heaviest and most frequent moviegoers in 2012 accounting for 25 of all movie tickets sold even though they are only 15 of the US population Over 86 of this dedicated group of fans agree that it is important to go to the movies for the social experience trending 12 higher than nonHispanics so it should come as no surprise that Hispanics are the most likely demographic to go to the movies in groups of four or moreamp8226 When it comes to technology moviegoers were way ahead of the mobile device curve with a far higher penetration of smartphones and tablets than the general public Overall mobileconnected moviegoers are even bigger film enthusiasts than the average person and are considerably more likely to have spent 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 buy tickets online to see a movie on opening weekend to see a film more than once and to see it in 3D in 2012amp8226 Speaking of 3D the Nielsen report also revealed that audiences have developed 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 out future movies in 3D Indeed 4 out of 10 said that seeing a movie in 3D is important enough to them that they would wait for another time or go to another theater if their intended 3D showing was sold outAll of this data certainly bodes well for the future of American moviegoing and ensures that The Academy of Motion Picture Arts and Sciences will be handing out Oscars for many more years to come But while we all know that millions of people tuned in to watch the 85th Academy Awards on the ABC network last night you might not know that there39s a good chance that many of the people in that same audience also went to movies this weekend In fact according to Nielsen cinema is the number one quotnetworkquot in the country on weekends amp8211 beating out all TV and cable networks on Fridays and Saturdays every month of the year in 2012 in terms of reachTV and cinema have always had a symbiotic relationship with TV networks using cinema advertising to reach entertainment audiences on weekends and studios using TV spots during the week to sell movie tickets According to research conducted by the Cinema Advertising Council CAC member NCM Media Networks the moviegoing experience has been shown to have a very positive influence on the audiences39 emotional response to all advertising and also has been proven to greatly enhance a consumer39s ability to recall and enjoy ads That39s why so many marketers have discovered that combining cinema with a TV or other sightsoundandmotion video buy leads to significantly greater impact and ROI across all advertising metricsSo the next time you think about the movies think about all of those wonderful people out there in the dark There39s no remote control or other MIGA Make It Go Away device in their hands amp8211 just a large popcorn and a Coke They39re engaged enthusiastic social mobile and waiting to be entertained Is your brand ready for its closeup

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American Moviegoers – Those Wonderful People Out There in the Dark - Cliff Marks

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