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College Movie Goers
Brian Ratajczak
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
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
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
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
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

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Moviegoer uq presentation

  • 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