2. The Survey
• Demographics:
– Year
– Major
– On-off campus
• Movies viewed per month
• Movies viewed per theatres per month
• More or less movies than last year
• What kind of advertising do you trust /
motivates you to see a movie
3. The Results
• 60% view 3-5 movies a month
• 95% view less than 2 movies in theatre each
month
• Majority sees less movies this year than last
year
• Recommendation from friend family is most
trusted
• Word of mouth recommendation stands out
most
• Review from film critic is next most influential
4. Survey Bias
• Not going to admit certain marketing
techniques influence them, not aware
• No distinction between 0, 1, and 2 theatres
viewed per month
• Not able to distinguish between movies seen
at college vs. at home
• Berkeley students do not have movie theatre
in college community
5. Implications
• Studios want to drive traffic in first week so
cannot rely on word-of-mouth advertising
• Although professional reviews were
perceived as reliable and therefore content
of movie is important
• Generating buzz / awareness is important
6. Conclusion
• Marketing needs to create discussion
• College students are more likely to view
movies not in theatres
• Family and friends reviews are important to
moviegoers
