Moviegoers 2010
Internet Upends Traditional Assumptions
BEVERLY HILLS - A new research study, called Moviegoers: 2010, presented by the marketing firm Stradella Road on September 29th challenges current assumptions about generational media consumption and, potentially, could transform the way movies are marketed. The underlying field research was conducted by Nielsen’s National Research Group (NRG) and focused on frequent filmgoers (people who attend 6 or more films per year) in the US.
Frequent filmgoers account for over 85% of tickets purchased each year.
The study affirms that:
- All age groups have embraced digital media,
- Each generation consumes both traditional mass media and new digital media differently,
- Each generation must be approached differently, and,
- The relevant generational groupings for film marketers are different from the standard age quandrants of teens, under 25, over 25 and family.
This study could not be more timely. Hollywood marketers spend most of their time trying to reach the under 25s - particularly troublesome because that audience most easily finds other things to do than see a movie. Under 25s now spend an average of 19.8 hours per week online, followed by 14.3 hours in front of a television. According to the MPAA, over the past decade moviegoing has dropped 21% among the under 25s, as well as 24% among the 25-29 year-olds.
However, by redefining the age quadrants consistent with group behavior as 13-17 years (teens), 18-30 years (young adults), 30-39 years (older adults), and over 40 years (mature), marketers should be able to target their promotions to the media channels where each quadrant separately spends most of its time. Family as a grouping will be automatically included with this demographic approach. Characteristic group behaviors follow:
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World's Favorite Films 2010
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World Favorite Foreign Language Films 2010
Yip Man 2 (Chinese)
My Name Is Khan (Bollywood)
Nodame Cantabile 2 (Japanese)
Blood Brothers: Secret Reunion (Korean)
L'arnacoeur (French)
Doraemon: Mermaid Adventure (Japanese)
Little Big Soldier (Chinese)
La rafle (French)
Io, loro e Lara (Italian)
Liar Game (Japanese)
Our Rossiya (Russian)
Younger Brother (Japanese)
Housefull (Bollywood)
Harmony (Korean)
Go Lala Go (Chinese)
Pleasant Goat and Big Big Wolf 2 (Chinese)
Chico Xavier (Portuguese)
Kandahar (Russian)
