Market Force Information has re-released findings from its 2023 panel study involving 4,548 moviegoers from across the country. The study identifies key drivers of consumer behavior and satisfaction in the movie theatre sector. The newly released interactive report provides a recap of last year's rankings in advance of this year's study, which will be coming out during summer block buster season.
Moviegoers emphasized that better pricing/value would be most likely to influence their visit frequency, with more affordable admissions cited as the number one factor by 65.5 percent of respondents, and food and beverage costs cited by 59 percent of respondents.
Emagine Entertainment tops the charts in the customer loyalty index, trust, and wallet share. Epic and Premiere are notable competitors in the customer loyalty index, while Marquee and Malco excel in building consumer trust. Additionally, Cinema Entertainment and Megaplex do well on the wallet share measure indicating relative market share strength.
Factors such as quality seating, diverse film titles, and ample showtimes also play critical roles in driving moviegoers into theatres. Being able to see the movie they want at the time they want in a comfortable seat makes a difference.
Despite a high incidence rate for concession sales, only 36.4 percent of consumers express satisfaction with food and beverage offerings, presenting a significant opportunity for theatres to enhance this aspect of the customer experience. Restroom cleanliness remains a concern, with less than 50 percent satisfaction due to the challenges of managing surge usage.
Excessive trailers and commercials, along with issues like temperature control and cleanliness, are prevalent irritants. When issues arise, the ticket purchasing experience, cleanliness, and food quality are the top areas that need improvement. Outside the theatre, 60 percent of moviegoers prefer watching films at home, with 87.8 percent engaging with digital streaming services.
Click here to read the movie theatre study results https://www.marketforce.com/movie-theater-research-2023-access