Cinema Growing In Popularity Despite DVD And Pay Per View, Shows CAVIAR
The Cinema Advertising Association (CAA) has published its latest CAVIAR audience research, which shows that the number of cinema visitors during 2000 – some 47 million – was the highest reached during 18 years of the research being carried out and showed a year on year increase of 10%, despite the advent of advanced home cinema technologies.
Debbie Chalet, the president of the CAA commented, “The cinema enters the new decade on a high. It is astounding that only 14% of the UK population do not consider themselves to be cinema-goers compared to ten years ago when it was 39%.”
The most important age group for cinema continues to be the teens and early twenties, but the youngest and oldest age groups have shown the largest increases year on year. Over-35s have increased by 60% during the last decade, with films including Gladiator, Billy Elliott and Chicken Run attracting the less frequent older consumers during last year.
Attendance by children has increased by 82% during the last decade. This offers an increasing mutual viewing opportunity for advertisers to this age group (see Feature: Will Little Kids Be The Next Big Thing For Cinema Advertising?), with primary school children most likely to attend with their parents and other children, and teenagers with girl/boyfriends and friends.
Chalet continues: “Going to the cinema has become part of the social make-up of the UK, with more screens and multiplex developments. It is also extremely encouraging to see that technological developments are not going to damage cinema-going in the future. Pay per view and DVDs are creating an atmosphere of excitement about film and the cinema industry is reaping these rewards. The new technology is complimenting going to the cinema not adversely affecting it.”
Films expected to be box office successes this year include the sequel to The Silence of the Lambs: Hannibal and adaptations of successful books Harry Potter and Bridget Jones’ Diary (right).
CAA: 020 7534 6363
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