Amplifying Movie-Goers' Voices for Change
Nothing Stands in the Way of a Cinema Visit When the Right Movie is Playing
The Global Cinema Federation (GCF) is excited to introduce the outcome of its recent global customer research, bringing to light the opinions of audiences around the world. Created to enhance a robust global cinema industry, the GCF's leadership comprises the CEOs of the top 12 exhibition firms, led by EVT CEO Jane Hastings. Collectively, the GCF represents around 65-70% of the worldwide box office.
Understanding Global Cinema Trends
Research results indicate that more than 70% of the global box office income comes from international markets outside of the US domestic sector. To manage this dynamic, the GCF has conducted a second wave of global customer research, gathering over 68,000 responses from 15 different markets. This information underscores the necessity of understanding global audiences and fostering innovation across the film industry.
Key Findings from the Study
Among the highlights, 72% of respondents believe that a trip to the cinema is worth the money, with 64% indicating no obstacles to visiting theaters when there’s a movie they desire to see. Surprisingly, only 6% prefer waiting for streaming options instead of watching films in cinemas. This preference demonstrates a strong inclination towards the theatrical experience.
Interestingly, while entertainment expenditure has decreased for many, cinema spending has remained stable compared to other out-of-home entertainment options. Younger audiences, particularly those under 44, are spending more on cinema compared to six months prior. The Net Promoter Score (NPS) across all age groups stands at 37, with younger demographics showing even greater satisfaction and a higher NPS of 48.
Barriers and Opportunities for Attendance
The study revealed that the main barrier causing low attendance at cinemas is the lack of appealing films. Still, an encouraging 68% of respondents feel positive about the upcoming film lineup, particularly among individuals aged 34 and younger, where excitement jumps to 83%. In contrast, those over 45 years cited insufficient engaging content as the reason for their reluctance to visit theaters.
- 55% expressed a desire for more action/adventure films in cinemas, despite a decent selection already available.
- 51% want to see more comedies, while 46% seek additional suspense/thriller films, genres currently underrepresented in theaters.
Several international markets have exhibited quicker recoveries in box office performance compared to the U.S., highlighting a reduced reliance on Hollywood films and an increase in the volume and diversity of local cinematic offerings.
Other minor hurdles to cinema attendance include the appeal of local cinemas (7%) and a lack of awareness about current film schedules (6%). Nevertheless, enhancing marketing efforts to boost awareness and ongoing investments into the cinema experience present significant opportunities for growth.
Investment in Innovation for Cinemas
Investments in new cinema experiences are yielding positive results. The excitement surrounding premium large screens, improved food and beverage options, and family-friendly concepts indicates that innovation continues to attract cinema-goers, ultimately driving consumer spending.
Globalcinemafederation.com and Its Resources
This year, the GCF launched globalcinemafederation.com, which serves as a hub for insights and advancements within the cinema experience sector. With the cinema landscape rapidly evolving, audiences have more options than ever to enjoy films, from technologically advanced large screens to unique culinary experiences. The introduction of diverse seating arrangements to cater to varied preferences and budgets is becoming increasingly popular.
Jane Hastings, GCF Chairperson, remarked: 'One of our main objectives at GCF is to ensure that global customer insights are effectively communicated within the film community. This allows us to respond collectively to customer demands. Feedback is clear; when there are films that customers want to see, they have no hesitation in attending the cinema. We must capitalize on this demand to elevate attendance and frequency.'
'We also aim to highlight the investment in cinema experience innovation worldwide, driving ticket price growth and contributing to record-breaking box office revenues.'
As the cinema experience continues to evolve to better align with audience expectations, the industry is poised for ongoing growth and the opportunity to set new box office records.
About GCF
For further information, visit www.globalcinemafederation.com.
GCF Executive Committee Members
The GCF comprises prominent companies including AMC Theatres, CGV, Cinema United, Cinemark, Cineplex, Cinepolis, Event Cinemas, Kinepolis, Pathe, PVR INOX Limited, Regal Cineworld, TOHO Cinemas, UNIC, Vue International, and Wanda.
Frequently Asked Questions
1. What is the primary focus of the GCF's recent research?
The GCF's research concentrates on consumer preferences and attendance trends in global cinema markets, capturing the voices of movie-goers.
2. How many responses were collected for this research?
Over 68,000 responses were gathered from 15 different markets, providing valuable insights into audience preferences.
3. What barriers do consumers face regarding cinema attendance?
The main obstacle highlighted is the lack of appealing films, which affects viewer attendance significantly.
4. How are investments affecting the cinema experience?
Investments in cinema innovation are enhancing the overall experience, drawing in audiences and increasing ticket sales.
5. What does GCF aim to achieve with their findings?
GCF aims to share insights with the film community to better meet audience demands and drive higher attendance at cinemas.
