3D Cinema Changing Audience Perception and Challenges
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Adam Sheridan of Ipsos OTX MediaCT shares key highlights from the Film Distributors’ Association Cinema tracking research about changing interest from audiences in the 3D theatrical experience and what distributors and film-makers can do to best capitalise on the format.
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3D Cinema Changing Audience Perception and Challenges
- 1. 3D CINEMA CHANGING AUDIENCE PERCEPTION AND CHALLENGES Adam Sheridan, Ipsos MediaCT adam.sheridan@ipsos.com @A_J_Sheridan
- 2. UK CINEMA-GOERS HAVE LESS TIME THAN THEY USED TO UK consumers are becoming more time pressured. Everyone is in a rush and bombarded with new ways to consume content 52% of people feel like they can never find the time to do what they want While watching TV, 55% browse the internet 2
- 3. FDA CINEMA-GOING RESEARCH The FDA commissioned Ipsos to run a tracking study amongst a nationally representative sample of cinema-goers (+2 times a year) What do they think of the cinema vs. other things they can spend their money on? How much do they value the experience? What are their perceptions of the 3D experience? Trended over time: Oct ‟10 and Oct‟ 11 3
- 4. THE ‘STOP START’ 3D HISTORY FOR AUDIENCES Audiences have historically had a „stop‟ start relationship with 3D... 1895 1952 1980s 2009 onwards Revival with Single Strip Rebirth of Digital 3D William Friese-Green files a Bwana Devil recognized Format patent for 3D stereoscope as first paid for 3D film ...and now have a consistently available 3D offering pitched as a more immersive experience 4
- 5. % GROSS FOR 3D IN SPLIT RELEASES ...was 72% in 2010 ...in 2011, it was 65% 28% 35% 72% 65% * 2010 2011** Box office cumulative gross for all 2D / 3D split releases in *3D Includes IMAX 5 2010 and 2011 (up to 14/10/11**)
- 6. THE 3D MARKET REMAINS STABLE... 65% ....have seen at least one 3D ....males aged 18-34 are most likely to have seen at least one film at the cinema (vs. 62% in 2010) 80% 6
- 7. …BUT INTEREST IN THE FORMAT IS LOWER THAN A YEAR AGO Interest in 3D movies: (very/quite) ...this is driven by those aged 35 and over 62% 49% -15% ....males aged 18-34 are also less interested Wave 1: October 2010 Wave 3: October 2011 -7% Significant difference at 95% confidence vs. wave 1 C11: ‘How interested are you in seeing 3D movies in the cinema? Base: Total UK – Wave 1 (n=1,558). Wave 3 (n=1,505) 77
- 8. ..THIS IS POSSIBLY LINKED TO QUESTIONING THE VALUE OF 3D 3D Ticket Price: Interest (very/quite) Wave 1: October 2010 Wave 3: October 2011 79% 75% (-11% interest) 62% 60% 55% 49% 32% 29% 19% 16% 1 2 3 4 5 Unpriced + + + + Significant difference at 95% confidence C11: ‘How interested are you in seeing 3D movies in the cinema? vs. wave 1 C14: ‘How interested are you in seeing a 3D movie in the cinema if Base: Total UK – Wave 1 (n=1,558). Wave 3 8 they were to….?’ (n=1,505)
- 9. PRICE IS INCREASINGLY A REASON FOR CHOOSING 2D OVER 3D Barriers to 3D ticket purchase: Interest (very/quite) Wave 1: October 2010 Wave 3: October 2011 34% 27% 23% 24% 13%14% 14% 11%12% 11% 10%10% 6% 7% 4% 4% Too expensive Glasses (net) Eye strain Uncomfortable They don't work Unhygienic No difference 3D sold out between 2D and 3D Significant difference at 95% confidence to Wave 1 A6: And which of the following describe why you saw it in Base: Total UK – Chose to see 2D over 3D version Wave 1 the ‘normal’ version, rather than 3D? (n=1,129) Wave 3 (n=1,240) 99
- 10. HAVE ALL 3D RELEASES DELIVERED A PREMIUM EXPERIENCE? “Why shouldn't we be in the same business of offering our customers a premium experience at a premium price -- as long as we deliver them a premium value? If we cheat them, which is what has happened now too many times, then they'll walk away from it”. Jeffrey Katzenberg 10
- 11. AUDIENCES ENJOY THE 3D EXPERIENCE MORE % Average „Excellent‟ rating for 3D experience of a movie 11
- 12. WHAT CAN FILM-MAKERS AND DISTRIBUTION LEARN FROM THIS? 3D needs to consistently deliver the premium, immersive experience to regain audience interest and trust. The 3D experience needs to constantly evolve to generate excitement. Marketers need to remind audiences of why they enjoy 3D more, reassuring that it contributes to the experience. 12 12
- 13. THANK YOU Adam Sheridan, Ipsos MediaCT adam.sheridan@ipsos.com @A_J_Sheridan
Editor's Notes
- Thank you [NAME].Good morning everbody, my name is Adam Sheridan and I’m a Research Director at Ipsos MediaCT. Most of my research experience has been in theatrical research, helping studios and UK independents best understand how to appeal to their audiences and from the conversations I have, 3D is becoming an ever more important element distribution and marketing want to understand. Today, I’m going to take you through some key highlights from a research study we run for the Film Distributors’ Association, with a focus on how UK audiences are changing their attitudes to the 3D experience.
- The FDA decided to run this research study to help distributors take stock of how the cinema-going experience fares in what is becoming an ever faster pace of life for UK audiences. Today’s audience is very different to the one they needed to appeal to even 5 years ago.
- We interviewed 1,700 cinema-goers in the UK and Ireland and aim to answer some key questions about the perceived value of the cinema-going experience and we asked some specific questions about 3D. The study has run since 2010, allowing us to look at changing perceptions of 3D over time.
- Before we look at the data over the last 2 years, I thought it would be useful for us all to remind ourselves of what has been a bit of a ‘stop start’ 3D experience for audiences.So, to do this, I did what any self-respecting market researcher would do...and went on Wikipedia.And I was amazed to see how long the 3D development journey had been [RUN THROUGH THE STEPS]So, in the last 3 years, we now have (for the first time) a consistent 3D offering that is credibly positioned as offering the more immersive experience that Friese-Green conceived.
- But between 2010 and 2011 it seemed that, after an initial enthusiasm for the format, audiences have possibly started to re-consider their position about the 3D experience – with gross box office for 3D declining
- Part of this revenue decline is potentially linked to a reliance on a core part of the audience for 3D tickets, that has remained relatively stable between 2010 and 2012.And males 18-34 are very much the core of this 3D audience, along with teenagers and families, with 35-54s less so.
- If the audiences are telling us they are less willing to pay a price premium, we need to think about why this is. JK – pioneer for Digital 3D and a real driving force in bringing the format to the masses suggests not all films are delivering the premium experience [READ QUOTE].
- But audiences are also telling us something positive about the 3D experience [EXPLAIN MEASURE] - +9% enjoyment of 3D over 2D, so we know there is value in it – and it perhaps suggests a need for distributors and marketers to shout about this when they have confidence in the 3D experience.
- If we consider these points, then Friese-Green’s original concept of a more immersive cinematic experience may have a better chance of continuing to form a significant proportion of box office gross and adding to enjoyment for audiences in 2012 and beyond.
- Thank you.