Film Audiences – Consumption Lesson Objectives: To be able to explain patterns in consumption by film audiences, and relate this to your own experience as a consumer.
You as Consumer Create a spider diagram describing your practices as a film consumer. You may want to include:
British Film Audiences Watching films is one of the UK’s favourite pastimes. On average almost seven films are seen per person per month, either in the cinema, on video or television, or increasingly online and via portable devices. Age, gender, ethnicity and socio-economic status influence film preferences and the tendency to watch films at home or on the big screen – and to download films illicitly.
Audiences In 2009, 60% of the UK population said they went to the cinema at least once a year, the same percentage as 2008. 18% went to the cinema once a month or more. The cinema audience for the top 20 films in 2009 was predominantly young, with the 7–34 age group (40% of the population) making up 64% of the audience. Total ‘film viewing occasions’ numbered over 4.5 billion, which means an average of 81 film viewings per person in 2009.
Platforms In 2009 people in Britain watched films in total on 4.5 billion times. The platforms used were: Film on TV 75% DVD 20% Cinema 4% VOD (including pay-per-view) 1%
Video On Demand (VOD) Video on Demand (VoD) brings films direct to our television and computer screens and, increasingly, to our mobile devices, anytime, anywhere. However, despite the number of UK VoD services increasing substantially over the last year, VoD revenues remained a small part of the film value chain. http://www.ukfilmcouncil.org.uk/media/pdf/1/a/David_Steele_VOD_presentation_Cannes_May_08.pdf
What has online piracy done to film? • Physical piracy of DVDs biggest factor • In 2007, 95m films were downloaded illegally in the UK, compared to 158,000 legal downloads • UK piracy fuelled by English-language dominance of global film market • The most recent Ipsos survey indicates a UK annual TV and film revenue loss of £531m due to copyright theft of all kinds • Dark Knight downloaded more than 7m times on BitTorrent • Mixed evidence as box office doing well, UK cinema audiences up 16% in 2008
Efforts to re-legalise in early stages of development • New online services evolving – Lovefilm streaming service, services from 4OD, Sky Player, BT Vision • Findanyfilm website, which aspires to be the film information of choice and links only to legal commercial sites, has achieved 1 million visitors within its first 3 months of operation • iTunes gaining traction with movie sales and rentals – 33m movies sold or rented to date
Writing about Consumption What are the implications of patterns of audience consumption to a media industry you have studied? Key trends: Decline in DVD sales Effect of piracy Slow take up of legal downloading Use of 3D to combat piracy TV main platform for viewing films
Introduction Main Trends Disney – implications of technology, box office success of 3D Film Four – use of multiple platforms Conclusion – your own experience as a consumer