The report sheds light on the movie-going habits of the South Cinema audience and provides insights to advertisers and marketers. It also throws a light on language preferences among the South Cinema audience.

3. 1.6
11%
15%
27%
25%
22%
1.4
13%
19%
27%
21%
20%
1.4
17%
21%
23%
19%
20%
1.2
23%
17%
28%
16%
16%
1.1
40%
17%
16%
9%
18%
1
38%
18%
19%
11%
14%
0.9
38%
18%
19%
13%
12%
0.9
39%
18%
18%
13%
12%
1.8
2%
16%
33%
24%
25%
Movie at
a theatre
Shopping Visiting
Malls
Weekend
getaways
and
drives
Physical
exercises
including Gym,
Yoga,
Pilates etc.
Live sports
event
Stand-up
comedy
Live music
fests/
concerts
Dinner and
or drinks at
a restraunt/ bar
3 times a month & more 2 times in a month. Once a month. Rarely- once in 2-3 months Never
82%
Whose frequency is atleast once a month
*All India Once a month average: 35% or ~4 times a month
Source: IMRB & Interactive television 2017
Base: all respondents (779)
74% 68% 62%
8/10 are watching a movie at least once a month; 2X more
than All India average*
FREQUENCY OF OUTDOOR
LEISURE ACTIVITIES
50%
of the respondents
visits a theatre at
least two times in
a month or
more
‘MOVIE AT A THEATRE’ - MOST
UNDERTAKEN OUTDOOR LEISURE ACTIVITY

4. ~1/3rd of Andhra & Telangana populace prefers moviegoing
over other activities while Kerala has penchant for visiting malls
MOST PREFERRED LEISURE ACTIVITY
MOVIEGOING PREFERRED TWICE
AS MUCH OVER OTHER ACTIVITIES
Base (those heavy on outdoor activities): 603
28%
Movie at a
theatre
Dinner and/or
drinks
15%
Shopping
14%
Visiting Malls
14%
Numbers In brackets indicate deviation from overall sample
Overall
Base:
Andhra Pradesh
& Telangana
Kerala Tamil Nadu Karnataka
Movie at a
theatre
Dinner and/or
drinks
Shopping
Visiting Malls
603
28%
15%
14%
14%
146
15%
13%
7%
58
34%(+6%)
21%(+6%)
7%
195
24%(+4%)
19%(+4%)
22%(+8%)
12%
204
26%
10%
10%
18%(+4%)
33%(+5%)
24%(+10%)
Physical
exercises
8%
Weekend
getaways or
drives
7%

5. South India watches onn an average 22 films annually
* Source: IMRB & Interactive television 2017
ANNUAL VISITS TO THE THEATRE
Heavy
South India
Base: AP & Telangana Tamil Nadu Karnataka Kerala
Overall 235 220 218 106
Heavy 113 123 113 40
Medium 70 55 86 45
Light 52 42 19 21
32
12
Medium
12
4
Light
5
2
South Indians who are heavy moviegoers are
watching 32 movies in a year; ~3 times more
than All India*
779
389 | (50%)
256 | (33%)
134 | (17%)
22 22 20 19
29 32
12 12 12 12
5 5 5 4
Overall
Base: all
respondents
Andhra
Pradesh &
Telangana
Kerala
Tamil Nadu Karnataka
Overall
(South India)
Heavy
(who visit 2 times
a month & more)
Medium
(who visit once
a month)
Light
(who visit once
in 2-3 months
22
32
12
5
36 35

6. SUMMARIZING LEISURE ACTIVITIES
Movie at a theatre’ - highest average frequency
(1.8 times a month) of all outdoor leisure
activities - translating to 22 visits to a theatre
annually.
32 visits to the cinema annually for ‘heavy’ south
moviegoers; 20 visits more than All India
average
Highest share of occasion for move at a theatre;
closely followed dinners/drinks, shopping &
visits to the mall.
8/10 South Indians are visiting a theatre at
least one a month; 2X more than All India
average.
Above average fallout of heavy moviegoers
in Andhra Pradesh , Telangana (36 visits per
year each) & Kerala (35 visits per year)
Those heavy on movie at a theatre
also heavy on OOH dinners/drinks
1
2
3
4
5
6

8. AGGREGATELY…
With Whom?
Prefer to watch movies with
‘friends only’
- Overall, 72% have ‘sole
responsibility’ for making
moviegoing decisions.
- Among those with shared
responsibility, influence of
‘friends’ highest (73%) followed
by family (43%)
56%
When?
Prefer to watch a movie
on the day of release
- 18-30 age group has above
average preference for first
day first shows.
- 66% of Andhra moviegoers
watch a movie on the first day.
49%
Spontaneity
Decide to visit a
theatre spontaneously
(without planning)
- 1/3rd , plan their visits 3 days ahead.
- 56% of Tamil Nadu respondents
plan in advance.
- On average, 3 theatres are
considered for watching a preferred
movie
- Preference for nearby theatres
significant over distant ones
Showtime
56% prefer to watch movies
in the evening & night; rest
44% prefer shows morning
& afternoon shows.
- Preference for morning shows
highest (17%) in Tamil Nadu across
sates
- While Tamil Nadu, Vishakhapatnam
& Andhra Pradesh has above
average preference for afternoon
shows
68% 56/44%

10. Telangana
Andhra
Pradesh
100%
100%
Mother Tongue
(Telugu)
Give Telugu first
preference for movie
at a theatre
Prabhas
2nd most preferred language by Telugu preferers
Biggest reason for preferring Hindi movies due to:
73% (25%)
Success of movies
Chiranjeevi
Pawan Kalyan
54%
36%
42%
Top 3 Male actors
S.S. Rajamouli
S. Shankar
Puri Jagannadh
27%
12%
20%
Favorite Directors
Hindi
English
50%
(+6%)
69%(+36%)
9%
Kannada
Other languages
preferred in:
Hindi
English
Kannada
161
116
22
78%
74%
100%
22%
26%
-
66%
46%
-
Base Dubbed Original
Subtitles
T2B
*most preferred other language
** Favorite+ 2nd most + 3rd most
Base: all Andhra Pradesh & Telangana respondents 235)
AP/TEL - HINDI & ENGLISH HAVE ABOVE
AVERAGE PREFERENCES – DUBBED IN
TELUGU

11. Tamil Nadu
98%
93%
Mother Tongue
(Tamil)
Give Tamil first
preference for movie
at a theatre
Vijay
2nd most preferred language by Tamil preferers
Biggest reason for watching English by Tamil preferers
59% (+11%)
Interest in their culture
Dhanush
Ajith Kumar
66%
44%
61%
Top 3 Male Actors**
S. Shankar
Mani Ratnam
A.R. Murugadoss
23%
13%
21%
Top 3 Directors
English
Hindi
Malyalam
13%
77%(+33%)
11%(+7%)
4%
Telugu
Other languages
preferred in:
Hindi
English
Malayalam
Telugu
168
27
20
8
69%
85%
30%
50%
31%
15%
70%
50%
77%
100%
75%
100%
Base Dubbed Original
Subtitles
T2B
*most preferred other language
** Favorite+ 2nd most + 3rd most
Base: all Tamil Nadu (Chennai + Coimbatore) respondents 218
Overall impact of
‘Culture’ for preferring
other language
TAMIL NADU - ‘TAMIL PREFERERS’ PREFER
ENGLISH AS THE SECOND LANGUAGE
– LARGELY IN DUBBED AUDIO
Hindi content is largely preferred in dubbed in Tamil while
Malayalam in original audio

12. Karnataka
84%
82%
Mother Tongue
(Kannada)
Give Kannada first
preference for movie
at a theatre
Sudeep
2nd most preferred language by Kannada preferers
70% (+2%)
Kannada preferers preferring Telugu due to
Well versed with language
Dhanush
Yash
58%
20%
52%
Top 3 Male Actors**
Puri Jagannadh
S.S. Rajamouli
S.R. Puttana Kanagal
12%
11%
12%
Top 3 Directors
Telugu
Tamil
Hindi
31%
(+11%)
60%(+42%)
18%
6%
English
Other languages
preferred in:
Hindi
English
Tamil
Telugu 128
60
34
11
27%
38%
38%
45%
73%
62%
62%
55%
75%
65%
82%
73%
Base Dubbed Original
Subtitles
T2B
*most preferred other language
** Favorite+ 2nd most + 3rd most
Base: all Karnataka ( Bangalore + Mysore) respondents 220
Dubbing is preferred most for English content
Bases below 30 must be
interpreted with caution
KARNATAKA - PREFERERS PREFER TELUGU
AS THE SECOND LANGUAGE– LARGELY
IN ORIGINAL AUDIO

13. Kerala
100%
97%
Mother Tongue
(Malayalam)
Give Malayalam first
preference for movie
at a theatre
Mammootty
Malayalam preferers preferring Tamil due to
89% (+21%)
Well versed with language
Ajith Kumar
Mohanlal
64%
27%
52%
Top 3 Male Actors
K. Raghavendra Rao
Cheran
Basil Joseph
12%
9%
10%
Favorite Directors
2nd most preferred language by Kannada preferers
Tamil
English
Hindi
43%
62%(+42%)
26%
2%
Telugu
Other languages
preferred in:
Hindi
English
Tamil
Telugu
66
43
28
2
14%
19%
14%
-
86%
81%
86%
100%
45%
65%
64%
100%
Base: Dubbed Original
Subtitles
T2B
*most preferred other language
** Favorite+ 2nd most + 3rd most
Base: all Kerala respondents (106)
Original audio preference for Tamil & English content–
moviegoers claim being well versed with Tamil
KERALA - WHEREAS, TAMIL IS THE SECOND
LANGUAGE OF CHOICE FOR MALAYALAM
PREFERERS

14. Stark differences
between theatre & OTT
consumption behaviour
– hence reasons to
watch are different for
both.

15. Tamil Nadu skewed towards Animation/Fantasy
FOR CINEMA VISITATION, ‘THRILLER’ TOP
GENRE IN AP, TELANGANA, ANDHRA & KERALA
Overall
(Net score:
Theatre – OTT)
Genre
Base:
all respondents
Andhra Pradesh
& Telangana
Kerala Tamil Nadu Karnataka
Crime
Animation /
Fantasy
Historical
Sci-fi
Drama
106 218 220
779 235
60% 82%(+4%)
84%(+34%) 50% 52%(+2%)
32%(+18%)
62%(+16%) 52%(+6%) 44%
36%(+10%)
52%(+22%) -4% 20%
62%(+32%)
58%(+34%) 4% 34%(+10%)
24% 16%
64%(+34%) 16%
22% -8%
48%(+30%) -2% 28%(+10%)
18% 14%
54%(+38%) -18% 32%(+16%)
16% 14%
50%(+26%) -40% 18%(+4%)
14% 44%(+30%)
Horror / Thriller
Action /
Adventure
Romance
Comedy
78%
50%
46%
30%
90%(+12%) 82%(+4%)
44%(+22%)

16. Word of mouth for theatre visits is significant in Telangana
& Karnataka
SKEWS OF FAVOURITE ACTOR & DIRECTORS
HIGHEST IN TAMIL NADU & KARNATAKA
Overall
(Net score:
Theatre – OTT)
Genre
Base:
all respondents
Andhra Pradesh
& Telangana
Kerala Tamil Nadu Karnataka
Award winning
movie
A sequel whose
Part-1 I enjoyed
106 218 220
779 235
A movie whose
details I am not
aware of
Controversial
movie
Adaptation of a
famous novel /
book
14%
8%
-10%
-22%
-14%
-16%
2%
-28%
-20%
-28%
70%(+16%)
74%(+24%)
50%(+16%)
42%(+12%)
22%
34%(+16%)
-10%
12%(+2%)
6%(+4%)
70%(+16%)
64%(+14%)
48%(+14%)
54%(+24%)
30%(+2%)
20%
0%
30%(+18%)
20%(+8%)
12%(+10%)
54%
50%
34%
30%
28%
22%
18%
12%
10%
2%
42%
32%
24%
22%
54%(+26%)
18%
30%(+12%)
10%
2%
Favourite
actor/director
Blockbuster
movies with big
budgets/star cast
Movie of completely
new genre
Positively reviewed by
critics & influencers
'Word of Mouth'
recommendations
34%(+22%)
44%(+22%)

17. Overall, ~8/10 find advertisements helpful in making
purchase decisions
71%
92%
46%
86%
49%
77% 81%
Total (779) AP &
Telangana
(235)
Karnataka
(220)
Tamil Nadu
(134)
Kerala
(106)
Total (555) AP &
Telangana
(215)
Karnataka
(100)
Tamil Nadu
(187)
Kerala
(53)
63%
83%
63%
Notice theatre advertisements - Top 3 Box
Help In Purchase Decisions* – Top 3 Box
Always Often Sometimes Rarely Never
5 4 3 2 1
IN THEATRE ADVERTISEMENTS HAVE A
SIGNIFICANT NOTICEABILITY & HELPS IN MAKING
PURCHASE DECISIONS

18. ANNEXURE

19. ~66% of Andhra moviegoers prefer to watch a movie on
the first day
Largely, moviegoers prefer to go with
their friends. Preference for ‘only family’
highest among 31–40 year-olds
Brackets contain base
Total
Andhra Pradesh
& Telangana
Kerala Tamil Nadu Karnataka 18-30 Years 31-40 Years
Base: all
respondents
Only Friends
Only Family
With friends
& family
Others
(Alone, work
colleagues,
romantic
partners)
56%
17%
12%
4%
106 218 220 478 282
779 235
20%
9%
1%
46%
24%
10%
8%
46%
16%
25%
4%
60%
12%
4%
6%
70%
8%
10%
4%
33%
17%
5%
8%
41%
51%
9%
57%
35%
3%
22%
75%
11%
21%
68%
8%
52%
40%
9%
40%
50%
7%
38%
56%
Total
Andhra Pradesh
& Telangana
Kerala Tamil Nadu Karnataka 18-30 Years 31-40 Years
First day
first show
Any other
day any
show as per
my
convenience
First day
any show
67%
33%

20. Preference for first day first shows higher among
heavy moviegoers
LARGELY, MOVIEGOERS PREFER TO GO
WITH THEIR FRIENDS
Brackets contain base
Total Heavy Medium Light
Total Heavy Medium Light
Base
Only Friends
Only Family
With friends
& family
Others
(Alone, work
colleagues,
romantic
partners)
56%
17%
12%
4%
779
First day
first show
Any other
day any
show as per
my
convenience
First day
any show
256 134
389
Base 779 256 134
389
60%(+4%) 61%(+5%)
19%(+2%) 26% (+9%)
13%(-4%)
13%(+1%) 6%(-6%)
14%(+2%)
4% 4%
5%(+1%)
5%(-3%) 6%(-2%)
8% 11%(+3%)
35%(-7%) 43%(+2%)
41% 43%(+2%)
60%(+9%) 51%
51% 45%(-6%)
53%(-3%)

21. For moviegoers in Tamil Nadu & Andhra Pradesh preference for
distant theatres significant
100% CONSIDERATION FOR NEARBY THEATRES
IN KERALA, ANDHRA & TELANGANA
4
3
4
3
4
4
4
4
4
3
3
3
Overall
(779)
Ever Visited
(in vicinity)*
Consider for
preferred
movie(s)*
Tamil Nadu
(218)
Karnataka
(220)
Kerala
(106)
Andhra
Pradesh
(119)
Telangana
(116)
Theatre proximity for preferred movies
Some distance from me Close to home
42%
58%
48%
52%
37%
63%
39%
61%
49%
51%
40%
60%

22. PREFERRED SHOWTIME
& ACCESS TO THEATRES
BY STATES

23. AFTERNOON SHOWS PREFERRED IN KARNATAKA &
ANDHRA; SKEWS FOR EVENING SHOWS IN KERALA
& TELANGANA
Most Preferred Showtime
Kerala
(106)
Tamil Nadu
(218)
Total
(779)
Karnataka
(220)
Telangana &
Andhra Pradesh
(235)
11%
38%
18%
33%
17%
34%
17%
32%
11%
33%
15%
40%
4%
49%
36%
11%
7%
43%
14%
37%
Morning Afternoon Evening Late Night

24. AMAZON PRIME MOST USED ENTERTAINMENT
APP ACROSS REGIONS
Skew for Aha in Andhra & Telangana while Kerala
populace is heavy on YouTube
Amazon Prime
Youtube
Disney +
Netflix
Aha
Hungama Music
Airtel Xstream
JioCinema
48%
34%
27%
24%
23%
20%
19%
19%
Most preferred entertainment app− Overall
49%(+1%)
28%
10%
18%
54%(+31%)
13%
15%
14%
40%
3%
38%(+14%)
2%
15%
35%(+16%)
32%(+13%)
60%(+12%)
29%
63%(+36%)
25%(+1%)
6%
20%
22%(+3%)
12%
38%
30%
33%(+6%)
23%
15%
32%(+12%)
23%(+4%)
13%
Andhra Pradesh
& Telangana
Kerala Tamil Nadu Karnataka
62%(+26%)

25. Sample proposed
700
Sample achieved
Male
Female
NCCS (A)
779(+11%)
Gender
Age group
Southern
India
Telangana
116
Tamil Nadu
218
Karnataka
220
Kerala
106
Andhra
Pradesh
119
26%
74%
NCCS (B)
NCCS (C)
61%
18-30 years 31-40 years
39%
61%
38%
1%

26. THANK YOU