CAA Redesigns Cinema Audience Research

The Cinema Advertising Association (CAA) has announced ‘wide ranging’ changes to its annual CAVIAR (Cinema and Video Industry Audience Research) survey. Representatives from the film and advertising industries contributed to the redesign process run by BMRB International. The changes to CAVIAR include:

• talking to children as young as four to understand their impressions of cinema
• establishing motivating influences for choosing a particular cinema venue
• the decision making process – how far in advance is the cinema visit planned?
• what role does new media play in providing cinema information?
• what role does cinema play in the overall use of leisure time?
• current spending habits on concessions and film merchandise
• more detailed segmentation of the cinema audience

3000 people across Britain will take part in 15th CAVIAR survey the results of which will be published in February 1998. The survey will be conducted by BMRB International and will be available for purchase from the CAA.

CAA c/o MacLaurin Communications: 0171 371 3333