Audience research

We wanted to research specific audience groups and their cinema habits, as well as their interests, in order to compile our own audience profiles.This data is has been summarised from the British Film Institute’s report on avid cinema-goers.

AGE

The 15-24 audience accounts for just under half of all film audiences. After a slight decline in 2004, down to just under 40%, the percentage of the market that is 15-24 went up again. Furthermore, just under half of the 15-24 age bracket find themselves going to the cinema at least once a month, whereas over 90% visit the cinema at least once a year.

In general, the 16-24 group uses film as ‘identity’ as well as a cultural stimulation. This is also the age when members of this age bracket begin to look beyond mainstream films (such as Hollywood blockbusters) and research more into independent films. Typically, they have a ‘critical’ outlook on most films they see, discussing how they would have scripted, cast and shot it.

The research undertaken by the BFI further split the market of 15-24 year olds into two groups of teenagers (16-18) and young adults (19+). For teenagers, cinema signifies ‘adolescence rebellion’, as films are able to transport viewers to a new world and thus provide a source of escapism. On the other hand, the 19+ segment of this target audience are usually in further education, and those studying film/media/English-related courses often show an interest in films and cinema. As this segment of the market has more independence than the 15-18 segment, they are able to enjoy film outside the cinema too, such as at film festivals and Q&A sessions with influential contributors to the film industry.

INTERESTS

Avid cinemagoers, according to the BFI, include people with a ‘varied cultural diet’, and a passion for film. They are not only frequent cinemagoers, but also tend to go to film festivals and independent cinemas, which often become an integral part of their social lives. Many of these cinemagoers hope to work, or do already work in the film industry.

Typically, avid cinemagoers would...

      ·   Go to the cinema at least twice a week

      ·   Attend question & answer sessions with directors and other influential characters of the film industry

      ·  Watch films at independent cinemas

      ·  Discuss film and make it a part of their social lives

      ·  Read about film, both in book/magazine form and online

A particular female avid cinemagoer was interviewed for the report, and said that she ‘went through a period of watching French films’ and that she ‘loves them because they are quirky.’ Additionally, she will watch a film that is ‘interesting’ and ‘independent’, often finding these types of films at the arts and film festivals she attends regularly. Lastly, she reviews the films she sees online, making use of social media and blogging websites.

WHAT WE LEARNT FROM THIS AUDIENCE RESEARCH

      15-24 year olds make up a huge proportion of the market, and therefore we should aim to make this segment of the market our core audience.

      The ‘indie’ style of our film idea will appeal to avid cinemagoers, as well as the featuring of our film in independent cinemas. Avid cinemagoers tend to also discuss films, and this could aid the marketing strategy through word-of-mouth promotion.

      Female film-enthusiasts prefer quirkiness and individuality in films. They also share their views on films online, through social media, a symbiotic way in which the film could be marketed.