Survey Shows Cinema Boom

Results published from the 13th annual CAVIAR survey reveal that three quarters of the population are cinemagoers. This is the highest proportion ever measured by CAVIAR and represents an increase of 3.7m people year on year: it is more than twice the number claiming to go in 1984.

Other figures show that the number of regular cinemagoers (those going once a month or more) has tripled since 1984 – to account for 15% of the population.

The profile of the cinema audience is also broadening beyond the traditional 15-34 age band. 10-11 year olds saw the largest increases in frequency of cinemagoing with 36% going once a month or more in 1995 compared to 25% in 1994. The proportion of adults over the age of 35 ever going to the cinema has risen from 53% in 1994 to 63% in 1995.

The top film was The Lion King seen by 9.8m. This is the fourth most popular film ever measured by CAVIAR (after Jurassic Park, ET and Grease). Batman Forever followed with an audience of 8.1m and then Casper came third (6.1m). The cult appeal of Pulp Fiction was confirmed by the fact that 15% of people seeing it had returned to see it more than once at the cinema.

In terms of attitudes to the cinema, a trip to the cinema is considered to be good value for money by half the population and over 80% of regular cinemagoers.

Cinema Advertising Association: 0171 439 9531