A new study finds that small films play a vital role in luring audiences back to the cinemas | Features

The major hits were important in luring audiences back to movie theaters after the pandemic, but the long tail of other titles played a vital role. However, certain sections of the audience have not yet returned to the cinema, because apparently there was no suitable film to tempt them. These are the main findings in separate pieces of research into cinema in the US and UK, conducted by data analytics and campaign management firm Movio.

Based on the behavior of American customers tracked through ticketing programs, and using a sample of 800,000 attendees who returned to cinemas after the pandemic in 2020 or 2021, Movio revealed that only 13% of that audience had returned to the cinema by the end of 2020.

In 2021, cinemas were largely closed in the first quarter, with only 2% making their first post-pandemic visit in these months; The numbers that made their first visit in the second, third and fourth quarters are respectively 27%, 32% and 26%.

Black WidowAnd A Quiet Place Part TwoAnd Fast and Furious 9And Shang Chi and the Legend of the Ten Rings And Cruella Collectively it attracted a lure of 46% of the audience who returned in the second and third quarters. The next batch of films, which ranked sixth to tenth in terms of first visits, took 16%, and films that ranked 11th to 25th received 23% of returnees. The long tail of the other titles were the films that accounted for the first visit to the cinema for the remaining 15% of the returning audience for the second and third quarters of 2021.

For audiences over 55, these numbers were weighted more in favor of the full range of films, with only 41% returning to see one of the top five titles, and 59% being tempted to return with another movie.

Movio also analyzed the audience who attended the cinema in 2019, but did not return by the end of 2021.

For moviegoers who don’t frequent (based on previous purchase activity), their last visit to the cinema was Downton Abbey They are the least likely to come back – suggesting that for this audience section, the post-pandemic release calendar simply didn’t offer a must-watch title. (Downton Abbey: A New Eraupon arriving in US cinemas in May, is supposed to plug that hole.)

Other titles that last visited the cinema for this occasional/infrequent audience in 2019, and where at least half of moviegoers had not returned by the end of 2021, were Harriet, black and blue And queen and skinny.

For a repeat and very frequent audience, the percentage that had not returned by the end of 2021 was, unsurprisingly, lower. But the audience that was his last visit to the cinema LittleAnd Tyler Perry’s funeral for the Madea family And What do men want? They were among the people least likely to return.

It is hard to escape the conclusion that films depicting black heroes have drawn audiences to cinema in the past unserved by films released in the post-pandemic era.

UK fans

Movio’s research in the UK – which tracked the buying patterns of 700,000 movie-goers – revealed that films were effective at getting audiences back to cinemas, but not necessarily good at bringing them back there more frequently.

From the audience induced by Shang Chi and the Legend of Episode Tens (released in the UK on September 3, 2021), 31% had not gone back to the cinema by the end of March 2022. This number is higher for an audience No time to die A whopping 59%, as expected for a movie released later in the calendar (on September 30th), and for an individual that attracts large swathes of non-recurring moviegoers.

between the No time to die the audience who Act go again, Spider-Man: There is no room for home Predictably proven to be the title most likely (20.3%) to lure them back, followed by Dune (9%) and then Belfast (6%) – Highlighting that film diversity remains important to engage audiences.

Top 10 Most Attracted Nicknames No time to die Audiences back to the cinema collectively account for 60% of those repeat visits, but titles that rank 11 to 100 on this list account for 39% of return trips.

Movio’s research says successful films are essential to getting audiences back to the cinema, but that alone they won’t restore a regular movie-watching habit and bring acceptance back to pre-pandemic levels.

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