Movie posters and trailers are how most audiences hear about the movies they watch, according to a study presented by data collector Comscore in a private consultation at the CineEurope film conference in Barcelona this week.
Comscore also highlighted the opportunities presented to theaters through the dual phenomenon of individual and passive attendance.
Lucy Jones, Comscore’s executive director for the United Kingdom and Ireland, presented the insights (on PostTrak studios in United Kingdom cinemas from January to May 2024) in a closed-door consultation attended by members of UNIC, the International Union of Cinemas.
In cinema, marketing — in the form of posters and movie trailers — emerged as the main way audiences learned about the movie they had just seen, according to the PostTrak survey: 20% and 18% of viewers, respectively, those sources mentioned. It is followed by friends and family (17%), YouTube in fourth position (15%) and TikTok in fifth position (12%).
The figures show a significant update from the same survey conducted from January to May 2023, in which YouTube cited 20% of respondents, ahead of friends and family (15%), movie trailers (14%), movie posters, and billboards. (12%). TikTok (11%) is tied with TV advertising and Instagram.
The diminishing audience effect of marketing outside the film environment may simply be a fear for cinema exhibitors and may simply reflect a relief in spending across studios and suppliers at a time when blockbusters were rare in the field. Exhibitors can take comfort in knowing that the increasing prevalence of virtual marketing presentations in cinemas (in the form of billboards and cardboard media) is having an effect on audiences.
The PostTrak study also showed that 9% of the viewers surveyed arrived alone: 11% men and 7% women. “Individual participants provide an opportunity: how can we place them in a community? Jones asked in his speech to the members of UNIC.
The maximum likely age to attend the organization is 45 to 54 years (21% of respondents), followed by 55 years or older (16%).
The films surveyed with the highest proportion of exclusive audience were The Book Of Clarence (23% of single entrants), American Fiction (18%), Boy Kills World (16%), Love Lies Bleeding (16%) and Drive-Away Dolls (15%): specialized titles that appeal to moviegoers who likely would have struggled to find a willing partner.
Of the so-called “passengers” (those who attended the film because “they came with whoever wanted to see it”), 22% of women cited this as an explanation for why and 19% of men. Most likely, others will come as passengers, guided by young people between 13 and 17 years old.
An obvious conclusion: getting more passengers to accompany lone attendees would create an increase in box office for theaters and distributors, as well as increase spending on food and beverages at concession stands.
CineEurope took place this week (17-20 June) at the Barcelona International Congress Centre (CCIB).
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