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Moviegoers 2010

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Where do moviegoers really spend their time? What are the social dynamics of the decision-making process? How do we synthesize the sea changes taking place with digital technologies in order to reach …

Where do moviegoers really spend their time? What are the social dynamics of the decision-making process? How do we synthesize the sea changes taking place with digital technologies in order to reach the right audience with the right message at the right time in the right place?

We designed the Moviegoers research study in 2010 to answer these questions, and to provide film marketers with actionable insights into how to best reach movie consumers over the next decade.

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  • 1. MOVIEGOERS 2010All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recordingor any information storage and retrieval system, without prior permission in writing from the publisher.
  • 2. The following research study, titled “Moviegoers: 2010,” is intended to provide film marketerswith actionable insights into how to best reach movie consumers over the next decade.Nearly 4,000 moviegoers across all age groups participated, shedding light on the behaviorsand habits that drive moviegoer awareness and decision-making.HOW IT WAS DONE: The project was led by Gordon Paddison, principal of Stradella Road.Marketing strategy consultant and former studio executive Linda S. Middleton worked withStradella Road to design and execute the study. Nielsen NRG managed the research fieldwork.Questions were formed in part from thirty hours of interviews conducted with key executives inmovie marketing, media and research. In-theater surveys were conducted with 1,547 moderateto heavy moviegoers over eight days between July 9 and July 26, with an additional 2,305moderate to heavy moviegoers surveyed by phone or online during the month of July.This research was made possible by our Consortium partners: AOL, Facebook, Fandango,Google, Microsoft, MovieTickets.com and Yahoo!
  • 3. PRESENTATION NOTESLet’s start with a GOODBYE…In 1983, 106 million people, some 60% of all households in the US, tuned in at the same timeto watch the last episode of M*A*S*H—a peak moment for mass market TV.The world, of course, has changed since then. We can all agree on that, right?And yet, when it comes to movie marketing, while we’ve made some incremental changes hereand there… the truth is, we’re still largely following a mass-market approach…Too often, our marketing plan for our next picture is what we did for our last picture.
  • 4. Changes in media consumption and technologyusage have reached an inflection point.
  • 5. PRESENTATION NOTESWhy is this? Smart people at studios pore over research, tracking, post mortems.And, contrary to conventional wisdom, there are people who take risks and try new things.So why does our tracking and research so often surprise and disappoint us? The answermarketers gave us in conversations was this: We still don’t know our customers/audienceas well as we should.Where do moviegoers really spend their time? What are the social dynamics of the decision-making process? How do we synthesize the sea changes taking place in order to reach theright audience with the right message at the right time in the right place?
  • 6. “We really don’t know the decision-making process of moviegoers aswell as we should; how far in advance do they make a decision and whatinfluences them on making that decision?” –Studio Marketing Exec
  • 7. PRESENTATION NOTESBefore we dig into the data, a few words about what we did and where the information you areabout to see came from…In our development, we spent time with studio colleagues who are heads of marketing, mediaand research. From over 30 hours of interviews, we synthesized questions to address thepurchase funnel and how to best market to the consumer of the next decade.We took the questions from marketers and went out and spoke to moviegoers. A lot ofmoviegoers.We talked to them in theaters, we called them over the telephone, and we found themonline. And what we discovered was change…
  • 8. THE MOVIEGOERS 2010 PROJECTWe talked to moviegoers: We talked to them in theaters, we calledthem over the telephone, and we talked to them online.In-theater Qualitative InterviewsIn-theater Intercept Survey1547 interviews with moderate to heavy moviegoers, completednationwide over 8 days between July 9th and July 26thPhone/Online Quantitative2305 interviews of moderate to heavy moviegoers, completedthroughout July
  • 9. PRESENTATION NOTESTo be honest, it feels like some of us are still in denial about the changes at hand. Or maybemoving from denial stage of the grief cycle into anger or depression.We acknowledge that something is going on with media consumption habits, but stop short ofdealing with the magnitude of those changes.Make no mistake about it: For moviegoers, digital technologies have gone mainstream, withsignificant repercussions for our marketing efforts.Let’s look at some of the top line findings…
  • 10. Fact: Digital technologies have gone mainstream.
  • 11. PRESENTATION NOTESMobile penetration has reached a near saturation level across moviegoers of all ages. Thelandline finding was a surprise, with 44% of 18-29s reporting they no longer use a landline.One 20-something we spoke to in a movie theater told us “What’s the point of getting a landline? You can’t take it out of the house with you.”
  • 12. Mobile phone penetration has reached 90%.32% of moviegoers no longer use a landline.
  • 13. PRESENTATION NOTESThere’s a lot of talk about when DVRs will become a real issue. For moviegoers, that time isnow.52% of moviegoers have DVRs and use them exactly as you would expect — to time shiftprograms and fast forward through commercials, making our consumers more elusive to reachthan ever.Are moviegoers seeing your spot? Well, maybe not… The research indicates that 71% ofmoviegoers regularly use their DVR to fast forward and 55% almost always fast forwardthrough commercials.
  • 14. DVRs have changed how moviegoers watch TV: 52% of moviegoers have DVRs (peaking at 61% of 30s) 1 80% watch programs according to their own schedule 2 71% fast forward and skip past commercials 2 Only 17% primarily watch live TV 2Source: Phone/Online Survey 1 Base: Moviegoers who watch TV (95%) 2 Base: Moviegoers who have a DVR
  • 15. PRESENTATION NOTESWe asked our telephone respondents: Do you regularly access the Internet using either acomputer or mobile device?We found that virtually all moviegoers are now online. Furthermore they are heavy Internetusers.This is true ACROSS demographic segments, including 90% of moviegoers aged 40+.
  • 16. 86% of moviegoers go online via a computer or mobiledevice at least once a day.This is true ACROSS demo segments, including 40+, 50+.
  • 17. Moviegoers spend more time online than watching TV.19.8 hours weekly online vs. 14.3 hours watching TV54% of moviegoers indicate, “I spend more time doing things on the Internetthan I do watching TV.”
  • 18. PRESENTATION NOTESFor the record, being online means more than just emailing. For moviegoers, the Internet is asource of information, entertainment, and socialization.Moviegoers go online to gather knowledge. 78% use the Internet to check news and sportsinformation.Social activities are also dominant, as moviegoers connect via chat, instant messaging, onlineforums, or social networks. 73% of the moviegoers have created their own social networkingprofile and 46% indicate they spend a lot of time socializing with friends over the Internet.Being online also means watching video content: 69% watch videos created by other people,66% watch movie trailers, 57% watch news-related clips and 55% watch movie clips.
  • 19. Being online means more than just emailing. Moviegoer Online Activities: Use Email 94% Info Gathering 95% Social Activities 75% Video Activity 72% Blogging 54%Source: Phone/Online Survey Base: Moviegoers who access Internet
  • 20. PRESENTATION NOTESAs a result of the mainstreaming of digital technologies, we’re more distracted than ever—andyour best customer, the heavy moviegoer, is the most distracted.Besides household chores, they are using the Internet, texting and social networking.
  • 21. Moviegoers are heavy multi-taskers.Activities Often Done Watching TV: Using the Internet for general use *,"# ("# Household chores *("# *("# School work, paper work, or job-related work $*"# $)"# Social networking on the Internet $"# &("# Texting $)"# &"# Total Moviegoers Reading !,"# !%"# Heavy Moviegoers Exercising !%"# $$"# Playing video games on another device +%"# !!"#Source: Phone/Online Survey Base: Moviegoers who watch TV (95%)
  • 22. The road to box office dollars hasevolved along with these changes. Build First Close the Knowledge &Awareness Deal Engagement
  • 23. PRESENTATION NOTESTV and in-theater are still where most moviegoers first hear about a new movie, though Internetand WOM are now at 44% and 46% respectively, ahead of billboards and newspaper ads.Consistently, throughout this project we heard from moviegoers how important the trailer is tobuilding awareness and interest. 74% of moviegoers told us that trailers are a key source thatinfluences their decision process. In-theater we found that 3 out of 4 moviegoers had previouslyseen a trailer for the movie they were attending.
  • 24. TV spots and in-theater trailers frequently drive first awareness.Word of mouth and the Internet also play a role.Often the First Place To Hear About a New Movie: TV commercials 73% The in-theater movie trailer 70% From friends or family 46% Somewhere on the Internet 44% Movie posters and billboards 27% Newspaper ads 16% Source: Phone/Online Survey
  • 25. Moviegoers see trailers in theaters and online. Before seeing a movie, 83% viewed a trailer for it in a theater and 45% viewed it online.Source: In-theater Intercept Survey
  • 26. Building knowledge and engagementnow requires an integrated approach.
  • 27. PRESENTATION NOTESMoviegoers seek to understand a film’s key assets and to evaluate what they are seeing. Theywant to know what is unique about the movie. They want to know if it is any good and if itis worth seeing.This chart shows what information moviegoers often look for when deciding to see a film. Thedetails of the movie, the scenes, the stars… all provide insights into a films quality andentertainment value.
  • 28. Once they hear about a movie, moviegoers seek moreinformation to decide if they want to see it. Details of what the movie is about 37% 41% Scenes / clips from the movie 34% 37% The genre 32% 38% The stars 24% 33% Whether a movie is child friendly 26% 27% Family and friends opinions about the movie 14% 30% Very Often The movie’s rating 13% 18% Often Other moviegoers opinions about the movie 9% 20%Source: Phone/Online Survey
  • 29. PRESENTATION NOTESSo where do moviegoers learn about their key decision factor, the story in the movie? They turnequally to the Internet and TV.The degree of influence varies somewhat by age. Young adults rely more on the Internet forstory insights, while the scale tips slightly toward TV for the 50+ moviegoer. Newspaper andmagazines only register with the oldest moviegoers.
  • 30. Moviegoers learn details about a movie’s story from theInternet and TV equally.Where do you typically find, see, or hear… “Details of what the movie is about?" On the Internet 52% On TV 50% In-theater trailer/poster 34% From friends/family 32% Newspaper/magazine 21% Some other place 5% Source: Phone/Online Survey Base: Moviegoers who indicated knowing “Details of what movie is about” helps them decide to see movie (95%)
  • 31. PRESENTATION NOTESMoviegoers evaluate the key assets of a film and form an opinion based on those facts. TheInternet is now a key to discovery and building engagement.
  • 32. The Internet is now the primary source for additionalinformation about a movie.Where do you typically find, see, or hear… What other What movie Background and moviegoers think critics think about behind-the-scenes about the movie the movie information On the Internet 45% 53% 56% On TV 21% 36% 43% Newspaper/magazine 16% 33% 18%In-theater trailer/poster 9% 11% 20% Some other place 8% 6% 6% From friends/family 51% 12% 14% Source: Phone/Online Survey Base: Moviegoers who indicated knowing respective information helps them decide to see movie (62%, 42%, 45%)
  • 33. PRESENTATION NOTESTo drive moviegoers down the funnel from awareness to intent to purchase now requires amore connected, integrated approach. Nothing lives, or works, in isolation.Exposure to marketing messages, wherever they occur, can drive curiosity and a desire to learnmore.Exposures that trigger online search include: Seeing a trailer (71%), seeing a TV spot (60%),someone telling you about a movie (58%)…
  • 34. Moviegoers hear about movies from multiplesources; to learn more, they turn to search.93% use Internet search to find information about movies.
  • 35. PRESENTATION NOTESMoviegoers search online to find information that ultimately will impacts their desire to see amovie.They are looking for more than just showtimes and locations—they search for a AV assets, aswell as story and cast information.Ultimately, they want to know what a movie is about and to determine if it is meant for them.
  • 36. They search for more than where the movie is playing. What Moviegoers Search For Online: The trailer 65% Showtimes 62% Theater locations 54% Information about a particular movie’s story 51% Video clips from a movie or viral videos 49% Information about the cast of a particular move 36% Photos from the movie 33% What people are saying about the movie 33%Source: Phone/Online Survey Base: Moviegoers who use search for movie information
  • 37. PRESENTATION NOTESThe influence of the local market reviewer, as well as the impact of the Sunday review ad, havebeen in decline for some time, but these numbers show that we’ve reached another tippingpoint.The Internet is now the dominant source for movie reviews for all age groups, with theexception of the 50+ moviegoer. They are the only demo that still also seeks out reviews innewspapers.
  • 38. Moviegoers mostly get review information online.Where Moviegoers Typically Get Review Information: On the Internet 62% From friends and family 51% On TV 49% In a newspaper 29% In a magazine 21% On the radio 19% Some place else 6% Source: Phone/Online Survey Base: Moviegoers who read reviews before seeing movies in-theater
  • 39. PRESENTATION NOTESMany of the moviegoers we talked to felt that the critics are not in sync with their own personalopinions. They would rather have feedback from their own peer group.In social networks, face-to-face discussions, and by texting, moviegoers share their thoughtsand opinions about movies. They seek insights and validations from others. In many cases,they become the marketing voice for the movie. Teens and younger adults are especiallyinfluenced by this consumer chatter.
  • 40. “I trust what my friends think about a movie more than I trust a critic.” 75%“I like to share my thoughts and opinions about movies with others.” 74% Source: Phone/Online Survey
  • 41. PRESENTATION NOTESRather than relying on a singular critical voice, moviegoers look to their social networks and avariety of review aggregation sites for review feedback. 45% of heavy moviegoers have lookedat aggregation sites, which has become their modern version of the Sunday review ad.Moviegoers find as much value in seeing an aggregated average score as they do in reading afull review. They are looking for the simple thumbs up or thumbs down.
  • 42. Most moviegoers place more value in friends’ opinions andconsumer reviews than they do in professional critics.Review Information That Helps MoviegoersDecide If They Will Like a Movie: Comments from friends and family 72% Comments posted on websites 29% Comments posted on social networks 26% Online reviews written by consumers or moviegoers 41% Average score / grade combining moviegoer opinions 36% Reviews written by professional movie critics 32% Average score / grade combining professional reviews 28% Source: Phone/Online Survey Base: Moviegoers who read reviews before seeing movies in-theater
  • 43. PRESENTATION NOTESSo when your movie gets mostly positive reviews, what impact does that have on your box-office?Obviously, it helps, but more importantly, positive feedback from consumer reviews will havea greater influence on movie attendance than the critics voice.
  • 44. The impact of positive reviews… From From Professional Other Critics Moviegoers Made me MUCH more likely 29% 41% Made me SLIGHTLY more likely 38% 39% Had NO effect on seeing film 33% 20%Source: Phone/Online Survey Base: Moviegoers who read reviews before seeing movies in-theater
  • 45. PRESENTATION NOTESWhile positive reviews may be motivating, a negative review may have less damage. 84% ofmoviegoers told us that when they make up their mind to see a movie, it doesn’t matter whatthe critics say about it. If they have bought into the idea of the movie, they plan on attending.Negative feedback from consumers, however, has greater potential for keeping them out of thetheater.
  • 46. The impact of negative reviews… From From Professional Other Critics Moviegoers Decided NOT to see 28% 40% 34% SLIGHTLY more hesitant but still went 35% Had NO effect on seeing film 38% 25%Source: Phone/Online Survey Base: Moviegoers who read reviews before seeing movies in-theater
  • 47. PRESENTATION NOTESWhat we found in our in-theater interviews was that moviegoers generally have a short list offilms they want to see.Sometimes they don’t see their first choice film. We found a good deal of negotiation andswitching as moviegoers finalized their movie choice.Building a strong intensity and desire to see your film prior to arrival in the theater drivesinterest conversion.
  • 48. “People often make their final decision about what movie they’regoing to see three hours before they go… but you’ve got to be onthe consideration list well before that.” – Studio Marketing Exec
  • 49. PRESENTATION NOTESWanting to see a movie and choosing to see that movie in a theater are two separate decisions.The left side of the following chart focuses on building moviegoer’s commitment to see aparticular movie. For some consumers this occurs further out and for others it happens openingweek. As moviegoers are exposed to marketing materials they gain perspective and hopefullydevelop definite interest.The second decision is when they decide to take action and go to the movies. Convertinginterest to box-office typically occurs within several days of going to the theater.
  • 50. There are multiple decision points in the purchase funnel.Decided they want to see a Decided to go to theparticular movie… theater… Today 8% Today 36% Last two days 10% Last two days 36% Within the last week 11% Within the past week 20% Within the past month 23% Within the last week 20%More than a month ago 29% More than a week ago 8% Source: In-theater Intercept Survey
  • 51. PRESENTATION NOTESMoviegoing is an escape from day to day life, an entertainment you share with others, a socialevent.Typically, the decision to go to the movies is not made alone: It is made with friends, with dates,with parents, and with kids. It is made in groups. 46% of moviegoers we found in theaterswere attending in groups of 3+.
  • 52. Key Finding: Moviegoers are highly influencedby group decision making.
  • 53. PRESENTATION NOTESIn fact, having someone else want to see a movie was as motivating of a factor as thestory in the movie itself.
  • 54. Group think is critical to the movie decision process.In choosing a movie, the fact that someone else wanted to see it wasequally important to the story.Factors that were VERY IMPORTANTin wanting to see movie: The story in the movie 57% Someone else wanted to see it 55% The type or genre of movie 44% The cast in the movie 43% The advertising, trailers and promotions 32% Heard good comments 26% That its a sequel 23% Movies rating 19% Source: In-theater Intercept Survey
  • 55. PRESENTATION NOTESThe moviegoing social group changes with age and lifestage.Teens, 13 to 17, graduate from going only with their family to going with a social group. Themoviegoing trip becomes a major social outlet and teens like to go with a big group of friends.As moviegoers hit adulthood, they split their trips between friends and dates. Then as theymove into their 30’s, if there are no children in the household, they go to the movies mostly ascouples.Children change the mix and movie trips for parents become either family oriented or datenights. 60% of parents almost never attend movies with friends.When families go together, the child is frequently the initiator and the movie is typically a jointchild/parent decision.
  • 56. Teens go in groups.56% in 3+ groups; 33% in 4+ groups (INT)Adults without children living athome go in pairs.Most likely to be in pairs: 50% vs 37% parentsFamily trips dominate for parents.61% of parents were attending in family groupsNo longer attend movies with friendsEven kids have a voice…(Or there is no such thing as “nag vs drag”)91% of parents with children 12 or younger seemovies the child asked to see or child/parentequally wanted to see.
  • 57. PRESENTATION NOTESIn many cases, moviegoers have a favorite theater or specific time window to see a movie. Nothaving the right location or time can cause moviegoers to select a different movie.
  • 58. Theater selection and showtimes also impact choice.Moviegoers will frequently have a short list of films and then choosebased on theater and time.Thinking about your decision to come to the movies today, which of thefollowing did your group decide on first? The specific MOVIE you wanted to see 58% The particular THEATER you wanted to go to 32% The TIME that you wanted to see the movie 10%Source: In-theater Intercept Survey
  • 59. PRESENTATION NOTESOverwhelmingly moviegoers turn to the Internet for showtimes. Typically, this may be the lastpiece of marketing information they see before heading to the theater.
  • 60. Moviegoers often find showtimes by… Looking online using your computer 71% Looking in a newspaper 27% Looking at the theaters marquee or sign 22% Calling the theater directly 20% Looking online using your cell phone 18% Calling a movie showtime service like Moviefone or your cell providers 411 Information line 12%Source: Phone/Online Survey
  • 61. PRESENTATION NOTESIf media consumption and technology usage patterns have evolved, so has the journey fromawareness to ticket purchase. So, where does this leave our marketing?We all know that audiences have fragmented. And yet, when it comes to movie marketing,we’re still largely following a mass-market approach.The time has come to expand our targeting from the typical Four Quad or 18-34 approach to amore sophisticated segmentation taking into consideration both age and stage of life. Becauseas moviegoers move through their lives, from high school to college to parenthood and beyond,their moviegoing habits change.Teens to college students, entering single life and the workforce, parenthood (of kids, of teens),empty nesting… Their interest in seeing movies stays the same but their time and prioritieschange.
  • 62. Given what we know, is there a more effectiveand/or efficient way to segment moviegoers?
  • 63. PRESENTATION NOTESTeen life is focused around customization of their entertainment and maximizing socialization.Teens share everything, from their anticipation about movies and what they think afterattending.The primary form of communication is text messaging, followed by social networking andinstant messaging. Teens text & IM—they don’t talk on the phone, they text on the phone.They are more likely than total moviegoers to use Internet for social networking while watchingTV, A/V materials (on & off-line) and friend’s opinions greatly influence their movie choice, andthey typically go to the movies in groups.
  • 64. Moviegoers ages 13-17Teen life is focused around customization of their entertainment andmaximizing socialization.Defining characteristics:Short attention spanMulti-processing!(watch TV, text, socialize online) all while doing homeworkMore likely to text than have telephone conversationsSocial networking is a critical communication toolMoviegoing is a major social event; typically attend in groupsKey attitudes:“I spend a lot of time socializing with my friends over the Internet” (67%) +21“I hate it when my friends see a movie before I do and then spoil parts of it by tellingme about the movie.” (71%) +9“I like to see movies right away when they first open, so I can talk about them with myfriends.” (57%) +9
  • 65. PRESENTATION NOTESMarketers asked us:– What is the decision-making process for teens?ANSWER: Group Think– How do we break through that and reach them since they’re watching TV, IMing, texting, andon the computer?ANSWER: BE WHERE THEY ARE and in the areas that they spend time.– Are they going to a movie because of the movie, or just need something to do on Fridaynight?ANSWER: Either way, you have to be in their consideration set.
  • 66. How to reach Teens…Leverage the power of social networksonline to control and participate in GroupThink.Movie choice is influenced by A/V materialson/off-line and friends opinions.Create evangelists among groups (viralstrategy).Factor in Parents, who can still influencethe decision (trip segmentation includesfamily as well as friends).
  • 67. PRESENTATION NOTESMoviegoers 18-29 are Digital Natives that have grown up with technology, have free time andnon-traditional media consumption habits.As a group they have broader and more formalized socialization than teens and they areenthusiastic and savvy in engaging with online content, especially video. They are more likelythan all other moviegoers to go online for info about movies they are interested in and sharewhat they thought about a movie via social networks.They use the Internet for every type of information and find Internet ads influential in theirpurchase decision.
  • 68. Moviegoers ages 18-29Digital Natives have grown up with technology and have free time andnon-traditional media consumption.Defining characteristics:First adopters to new techLike teens, they are multi-processors (video gaming, socializing)A group you will not easily find via traditional methods; 44% don’t own a land-linePut a high value in online consumer reviews and review aggregation sitesWill not watch television on someone else’s schedule much longer; will never read anewspaperKey attitudes:“I get most of my entertainment news from the Internet.” (66%) +12“The Internet is the best place to find out the truth about whether or not a movie is anygood." (49%) +7“I like to share my thoughts and opinions about movies with others.” (80%) +6“If I see something that makes me curious about a movie, I will go online to learnmore.” (72%) +5
  • 69. PRESENTATION NOTESMarketers asked us:– How much of the Internet is a place you go to get more information after your initial exposure,whether it be a trailer or a TV spot?ANSWER: The Internet is the primary place that young adult moviegoers go forinformation about movies.– The only question I ask about the other mediums is, "Do I have to do this?”ANSWER: YES, to reach this audience, you have to be online.
  • 70. Young AdultsBe in their world: The Internet dominates their journey from first awareness tobuilding knowledge and engagement to key influential sources.Leverage engagement with content refreshing; these are heavy online contentconsumers, especially video.Word of mouth travels faster with this group than with older moviegoers, much ofit online—don’t think you can hide playability.
  • 71. PRESENTATION NOTESThirty-something moviegoers are heavy-duty multi-processors with financial resources but alsolimited time. Their weekdays are all about work and family, so this age group is your WeekendWarriors… with moviegoing being primarily a weekend event.This age group is technology enabled. Among all age groups, they have the highest incidenceof Internet usage, broadband access, DVR ownership, and cell phone penetration. They havethe highest number of hours spent online and use Internet for a wide variety of activitiesincluding search, news, video, and social networking.These 30-something moviegoers are also the most time constrained and have the highestincidence of using DVR to time shift and ad skipping.As the moviegoer moves from the 20s to the 30s, we see movie-going behaviors changing. Wesee a decline in the social group movie occasion – that is going with friends. Parenthood ishitting its peak and movie-going trips are now split between their family and their spouse, butwithout their children.Children are frequently pre-teen, requiring parents to attend with and orchestrate entertainmentinformation and choice. Movie-going choices shows a higher incidence of animation and familymovies (G + PG with limited PG-13).
  • 72. Moviegoers ages 30-39The Weekend Warrior: Time constrained; parenthood dominates.Defining characteristics:Highest number of hours spent online and highest use of all technology: Internet,broadband, email, DVR (and ad skipping, at 63%), cell phoneThese moviegoers are the most time constrained; they use online for search, news,video and social networkingMovie-going trips are split between those seen with child and those with spouseKey attitudes:“If I see something that makes me curious about a movie, I go online to learn moreabout that movie.” (71%)“I would go to the movies more often if I had more time.” (68%)
  • 73. PRESENTATION NOTESMarketers asked: “How do I get somebody like me… who uses a lot of entertainment but maynot engage with the messaging?”ANSWER: A highly integrated approach is necessary to drive awareness with this group.What differentiates 30-somethings from younger moviegoers is the emergence of the familyinfluence. When targeting this group, attention must be paid not just to your target but also toother members of the decision-making set in order to avoid rejection by co-attendees.
  • 74. Thirty-somethingsHusband, wife and kidsnegotiate movie-goingchoices (a different type ofGroup Think) —Create somelevel of interest fromsecondary decision makers.Highest DVR penetration,most recorded TV viewingand highest incidence ofalways fast-forward throughcommercials (63% ) —Don’tcount on live TV.Highest Internet penetrationas a group —Engage themonline with programs onnews, sports, informationand social networking sites.
  • 75. PRESENTATION NOTESSimilar to the 30-somethings, moviegoers in their 40s and 50s show high Internet and emailusage. However, this group still embraces traditional media such as newspapers andmagazines. Television usage increases compared to that of younger moviegoers and peakswith the 50-somethings. These older moviegoers skip ads because they think there are just toomany commercials on television.As moviegoers and families age, their movie attendance is dominated by the family movie-going occasion. A greater percentage of the trips are with the family than just with a spouse ordate. The children are older, often teens, and now strongly influence the decision process.Matinees grow more common.
  • 76. Moviegoers ages 40-59Family Years are dominated by movie-going trips with teenagers.Empty Nesters reconnect to their movie-going affinity.Defining characteristics:40-49yr olds are similar to 30’s moviegoers and spend a lot of time onlineThey have high technology use but also embrace traditional media habits (magazinesand newspapers)Dominated by families and influenced by teens (Children are older and have a voice inthe process)Choices come from the family group: More trips with family than with spouse50-59yr oldsMatinees more commonSkip ads because they think there are too many commercials on televisionNumbers pop for newspaper, magazine and traditional media; slightly lower penetrationof technology.Key attitudes:“Going to the movies is a good escape from everyday life.” (83%)
  • 77. PRESENTATION NOTESTraditional marketing methods, media, and professional critics may still influence them, butthese older moviegoers also show heavy Internet and technology usage. They appear to adoptdigital knowledge and acceptance from exposure from their children.Additionally, as their children age and become independent, these older moviegoers have morefree time and resources. Older moviegoers begin to relate to movie-going like youngerconsumers. We see more going in pairs and a slight increase the social group movie occasion.There does appear to be a distinct opportunity to drive additional engagement with theseconsumers who have the time and opportunity—consumers who can reconnect with theirmovie-going affinity and, in many ways, mirror the affinity of consumers 30 years their junior.
  • 78. Forty-somethingsMost likely to have teen childrenOften in a transitional period for technology usage,media consumption and moviegoingFifty-plusesBecome re-engaged with their movie-going habitsGo to films with a partner, friends, adult childrenThe heaviest TV-viewing demoStill influenced by traditional critics/reviews
  • 79. PRESENTATION NOTESWe have reached an inflection point in technology and consumer media consumption habitshave changed as a result. Increasing choice in media options and consumption means thatmoviegoers control message timing and delivery.
  • 80. As technology evolves and media patterns shift,the intricate road to box office success growseven more complex.Moviegoers have fully adopted digital technologies; an Internet connectionis now a must-have for all demos.Increasing choice in media options and consumption means that moviegoerscontrol message timing and, to a degree, delivery — via DVRs, Mobiledevices, always-on broadband internet.There is no longer a single source or one-size-fits-all approach that works.
  • 81. PRESENTATION NOTESMarketing effectiveness requires integration of a media-connected campaign.Sources of information and influence are always shifting and evolving. There are multipletriggers.To maximize your marketing effectiveness, the pieces must work together. Today, moviegoersdon’t have to wait for your message; search allows them to find the movie information (positive,negative and everything in between) that they want, when they want it.
  • 82. An effective campaign is an integrated, media-connected campaign.Sources of information and influence are always shifting and evolving.Whether they see your trailer or TV spot in-theaters, on a TV, on an iPhone,or on a PC, there are multiple triggers to generate their interest, whichgenerally leads them online. The pieces must work together.Moviegoers don’t have to wait for your message; search allows them to findthe movie information (positive, negative and everything in between) thatthey want, when they want it.
  • 83. PRESENTATION NOTESSegmentation must evolve with consumers. Life Stage and Group Think drive beyond age andcan cross demographic segments, which can impact tracking.Through integrated planning, this is an opportunity for studio marketers to be relevant in thedifferent channels of today’s moviegoers and build awareness, engagement and consideration.
  • 84. Segmentation must evolve with consumers.Life Stage may take consumers out of purely age-driven demographicsegments.Moviegoers are highly influenced by group decision making and Group Thinkcan cross demographic segments and throw off tracking.The roar of chatter can also cross neatly demarcated demos; pay heed tomoviegoers use of social networks and tools.
  • 85. MOVIEGOERS 2010This STRADELLA ROAD research initiative is supported by the following partners:
  • 86. PARTNER CONTACT INFORMATIONAOL FACEBOOK FANDANGOKarin Mihkels Rob Lissner Allison Mellon310-285-4061 415-902-7885 310-954-0278 ext 199karin.mihkels@corp.aol.com rob@facebook.com amellon@fandango.comGOOGLE MICROSOFT AD SOLUTIONS MOVIETICKETSAdam Stewart Lora Keltner Beth Ledbetter(561)310-309-6853 310-449-7485 322-3214astewart@google.com lora.keltner@microsoft.com Bledbetter@movietickets.comYAHOO!Michael Laur310-907-2912mlaur@yahoo-inc.com
  • 87. About Stradella RoadStradella Road is an independent marketing and consulting company thatfocuses on integration between traditional and new media and onpioneering unconventional media/message combinations for clientsincluding RealD, Intuit and filmmaker Peter Jackson.Updates at: www.stradellaroad.com Gordon Paddison office: 424-832-3976 gordon@stradellaroad.comNOTE: Images used by Creative Commons license. Errors or omissions will gladly be correctedif brought to our attention. e-mail: contact@stradellaroad.com

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