AS Media- Exam Prep

1. UK FILM
CONSUMPTION
Shannon Doyle

2. Age of Film Consumers
• The below chart shows the overall consumers and their share
in the market. You can see that the 15-24 age bracket makes
for the most views and income, having 31%. Throughout the 14
years the younger two age brackets (15-24 and 25-34) are
going to the cinema less frequently than before; e.g. a drop
from 43% dropped to 31%, in comparison to the older age
brackets (35-44 and 45+) who are going to the cinema more
frequently; e.g. a rise from 14% to 28%.

3. Where/How do People Watch
Films?
• The below chart shows the medium in which people
watch their films from. Showing that the most popular
platform was that of films on TV having a 77% share, in
comparison to cinema which was the lowest with only a
3.4%.

4. The Role of Technology in Film
Consumption
• As the past chart showed, less and less people are going
to the cinema to watch films; people are finding easier
and more convenient ways of consuming films without
having to pay a large expense or go out of the comfort of
their own home.
• Although it is still only a minor share (5.5%) who use the
internet to download/stream films, it is becoming
increasingly popular to do this- especially amongst
younger audiences, for example; the 15-24 age bracket.

5. Most Popular Genres of Film
• The chart below shows all the genre of films and their
success within the box office (2011), showing that
comedy was the most popular genre with 113 releases
gaining a gross profit of £253.6 million; in comparison to
war the least popular genre with only 4 releases gaining a
gross profit of only £0.3 million.

6. Most Lucrative Audience Groups
• Through researching into the film consumption of the UK I
believe that there are two age groups which would be the
most lucrative, being:
♦ Teenagers
♦ Or those who are retired
• These two age groups would both have more time on
their hands and be able to spend their money and time on
film products and consumption.
• Also, due to a retired audience having ample free time as
well as disposable income they may be targeted
specifically; for example, with films such as The Best
Exotic Marigold Hotel and The King’s Speech.

7. Strategies to Promote Films
• In order to target the two more lucrative audiences I would
use different strategies depending on their age. For the
teenagers I would use social media and networking sites
to reach out to their audience with something that they
use frequently and are likely to respond to. Also it is a way
of directly targeting this audience and enabling them to
interact with what we would be promoting, thus being
more likely to engage.
• However, for the retired age group, I would maybe think
about the use of newspaper or magazine advertisements,
as people of that age are far more likely to read than to
engage in technology and the like.

8. Importance of Technology
• Technology is quickly becoming more and more
important, especially amongst a younger audience; with
the use of programs such as Netflix.
• These online streaming and downloads are becoming
more and more popular due to creating a cheap (or free)
way of consuming films from the comfort of your own
home- something far more appealing for a range of
audiences, instead of splashing the cash at a cinema and
having many annoyances as well.
• I believe that the use of technology will just escalate over
time, with online recourses just increasing in size and
popularity.

9. Cinema Admissions
• 1940’s: High admission
• Due to there being fewer sources of entertainment, cinema was
the default choice for escapism, there was also little technology
available and thus cinemas were a visual feast.
• 60’s, 70’s and 80s: Rapid decline
• Due to people having other sources of entertainment such as the
growth of-
TV ownership
Car ownership
VHS and video rental
• 1984: Turning Point
• Due to the growth of multi-plex cinemas and new technology
(3D, digital) bringing a new dimension to the experience.
• ‘The American Model’ had an immediate impact on audiences.

10. Cinema Admissions
• 1940’s: High admission
• Due to there being fewer sources of entertainment, cinema was
the default choice for escapism, there was also little technology
available and thus cinemas were a visual feast.
• 60’s, 70’s and 80s: Rapid decline
• Due to people having other sources of entertainment such as the
growth of-
TV ownership
Car ownership
VHS and video rental
• 1984: Turning Point
• Due to the growth of multi-plex cinemas and new technology
(3D, digital) bringing a new dimension to the experience.
• ‘The American Model’ had an immediate impact on audiences.