OgilvyCULTURE's Black Moviegoing Audience Primary Research

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OgilvyCULTURE conducted primary research to learn about the similarities and differences within the General Market & Black moviegoing audience. We used the research findings for client discussions, thought leadership demonstration and an industry panel event.

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OgilvyCULTURE's Black Moviegoing Audience Primary Research

  1. Moviegoers Research Findings<br />1<br />
  2. Methodology <br /><ul><li> OgilvyCULTURE conducted an internal survey to gain insight into the movie going habits of Blacks and the General Market
  3. The survey was completed by 427 employees that represented the General Market
  4. 66 Black Diaspora [Ogilvy & Mather’s Professional Network] completed the survey, representing the Black audience </li></li></ul><li>Key Findings & Implications <br />The Majority Of Blacks Are Going To The Movies Less Than Once A Month<br />Blacks Need To Feel As Though Movies Are Relevant To Them <br />In General, People Are Going To The Movies A Lot Less <br />Price Is The Key Reason For The Decrease, The Value Of The Movie Going Experience Needs To Better Justified<br />Blacks, Compared To The General Market, Are More Likely To Bring Children To The Movies <br />Find A Way To Make The Movie Experience More Family Oriented To Better Reach The Black Audience <br />Blacks Plan More When Going To The Movies, They Like To Couple With Other Social Activities <br />Leverage Their Planning And Coupling Of Social Activities To Change The Movie Experience Into An Event – Not Just A Movie. <br />
  5. Across The Board, Everyone Has Been To The Movies At Least Once In The Past Year <br />Q: Have You Seen A Movie In A Theater In The Last 12 Months?<br />
  6. However, There Is a Clear Disparity Between Blacks and The General Population When It Comes To Those Who Go To The Movies Once A Month Or Less<br />Q: How Often Do You Go To The Movie?<br />
  7. The Majority of People Have Decreased How Often They Go To The Movies, Blacks Are Decreasing Slightly Less<br />Q: Has There Been A Decrease In How Often You Go To The Movies Over The Past Few Years?<br />
  8. Price Is The Main Movie Going Barrier For Everyone, For Blacks Lack Of Relevant Movies Is The Second Factor <br />Q: Why Have You Decreased How Often You Go To The Movies? <br />
  9. Everyone Prefers Comedy, Action & Adventure and Drama Movies, Especially Blacks<br />Q: What Genre of Movies Do You Prefer To See In Theaters?<br />
  10. Compared To The General Market Blacks Are More Inclined To Bring Children To The Movies <br />Q: With Whom Do You Go To The Movies?<br />
  11. The General Market Is More Spontaneous When It Comes To Movie Going, Blacks Plan More<br />Q: How Far In Advance Do You Plan To Go To The Movies? <br />
  12. Blacks Generally Don’t Just Go To The Movies, But Couple With Other Social Activities <br />Q: Complete The Following Statement: For Me, Going To The Movie Is…<br />
  13. Blacks, More Than The General Public, See Movie Going As A Primarily Social Experience <br />Q: Complete The Following Statement: For Me, Going To The Movies Is…<br />
  14. …And Over Index When It Comes To Buying Tickets Online <br />Q: How Do You Buy Your Movie Tickets? <br />
  15. Blacks Tend To Learn About Upcoming Movies Sooner Than The General Market <br />Q: How Far In Advance Do You Learn About New Movies? <br />
  16. The Majority Of Blacks Learn About New Movies Through Advertising, Previews And Friends Also Play A Role<br />Q: How Do You Learn About New Movies? <br />
  17. For Blacks, Advertising, Previews and Friends Are The Most Influential In Determining What Move To See; Blogs And Websites Are More Influential For The General Market <br />Q: And Of These, Who/What Is The Most Influential In Determining What Movies You See? <br />
  18. The Movie Itself Is What Matters When Selecting A Movie To See, Time, Location And Price Aren’t <br />Q: When Selecting A Movie, Which Of The Following Is The Most Influential? <br />
  19. Most People Say They’re The Ones Who Pick The Movie <br />Q: Ultimately, Who Selects The Movie You See? <br />
  20. Blacks Over Index When It Comes To Seeing The Movie Opening Night; In General Most People See Movies 2-4 Weeks After Opening Night <br />Q: When Do You See Movies?<br />
  21. People Prefer To See Movies In The Theater, Then At Home <br />Q: Where Do You Prefer To Watch Movies? <br />
  22. BACKGROUND<br />
  23. Q: What Is Your Gender <br />
  24. Q: How Old Are You<br />
  25. Q: What Is Your Race or Ethnic Origin (Select All That Apply) <br />
  26. Q: What Is Your Marital/Relationship Status <br />
  27. Q: Do You Have Children <br />
  28. Q: What Is Your Annual Household Income <br />
  29. Q: How Would You Describe The Location Of Your Primary Residence <br />

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