In advance of next week’s CinemaCon, the annual convention of the National Association of Theatre Owners, The Cinema Foundation released its new report on summer movie-going and the results are illuminating.
The summer moviegoing study, entitled The Value of a Movie Ticket: What Drives Consumers to Big-Screen Entertainment, was conducted by leading film research firm The Quorum in partnership with The Cinema Foundation during the second week of April with more than 1,500 consumers participating.
General consumers were asked to choose only one form of out-of-home entertainment, representing the season’s best value, and the majority selected moviegoing as their top pick. Going to the movies ranked higher than amusement parks, sporting events, musical concerts and live shows this summer.
The Cinema Foundation survey offers some key takeaways regarding the value of tickets and concessions, including the following:
Ticket Value:
80 percent believe that seeing a movie in a theater is a reasonably priced option for bringing together community, family, and friends.
85 percent are excited about their recent theatrical experiences.
72 percent attend premium large-format screens if they feel it will enhance a particular movie’s experience, while 13 percent will only buy tickets to movies on PLF screens.
69 percent will look for early showtimes or special days to take advantage of discounted pricing.
66 percent are still most likely to see movies on the weekends.
67 percent feel there is a wide variety of choices at the cinema this summer.
64 percent indicate their theater attendance wouldn’t decrease in an economic downturn, and that they would give up other entertainment activities first.
Concessions Value:
96 percent regularly buy concessions at the movies.
92 percent share their concessions with family and friends.
76 percent contend that the food at dine-in theaters is comparable to the food they would find at a restaurant.
58 percent indicate that price is not a factor in their decision to buy concessions.
56 percent buy concessions while taking advantage of rewards programs for refills and upgrades.
“Consumers recognize that movie-going brings the biggest bang for their summer buck,” says Jackie Brenneman, president of The Cinema Foundation. “Not only does the cinema remain the most affordable venue for out-of-home entertainment, but it’s also seen as offering the highest value, according to our survey of consumers. The movie theater provides that great escape we’re all demanding and the chance to share exciting experiences and tasty concessions with our family and friends this summer.”
The Cinema Foundation https://www.thecinemafoundation.org