Moviegoers Want More Comedies, Thrillers and Action Titles, Global Cinema Study Finds
Audiences worldwide want more comedies and thrillers in theaters, according to a new survey from the Global Cinema Foundation. But overall, the lack of appealing films is the biggest obstacle to going to cinemas more often, the study found.
More than 68,000 respondents in 15 markets around the world were polled on their feelings about moviegoing, with 72% agreeing that going to a movie in a theater is a good value for the money. 55% said they wanted more action/adventure movies — despite a solid amount of this genre already in theaters. Though thrillers, comedies and rom-coms such, as international hit “Bridget Jones: Mad About the Boy,” have moved largely to streaming, at least in North America, 51% of moviegoers said they wanted to see more humorous fare in theaters, while 46% wanted more suspense/thriller movies.
Audiences over 45 were the most dissatisfied with the number of compelling films in theaters, despite having the time and desire to attend. However, 68% of customers said they were excited by the upcoming film line-up, while a solid 83% of younger customers under 34 are excited by the upcoming slate.
The study also found that 64% of customers don’t see any barriers to visiting cinemas when there is a movie they want to watch, while according to the survey, only 6% prefer to wait and watch on streaming.
In general, customers are spending less on entertainment, but those under 44 years old are spending more than six months ago, the study found.
Created to support a healthy global cinema industry, the GCF’s executive board includes CEOs of the top 12 exhibition companies worldwide as well as Cinema United (formerly NATO) and UNIC. The Advisory Board includes 75 exhibition companies and 29 associations, collectively representing 65-70% of the global box office.
Jane Hastings, GCF Chairperson, commented “One of the goals for the GCF is to ensure global customer insights are shared with the film community so we can collectively better respond to customer demand. The industry often talks about how to drive frequency to the cinema and the answer is clear; releasing more films in cinemas that customers want to see drives frequency. Our customers are telling us that they have no barriers to going to the cinema when there is a movie they want to see. There is a great opportunity to meet this demand so attendance and frequency grow. We also want to shine a light on the investment in innovation in cinema experiences worldwide, which is driving ticket price growth and supporting record-breaking box office results globally.”
More than 68,000 respondents in 15 markets around the world were polled on their feelings about moviegoing, with 72% agreeing that going to a movie in a theater is a good value for the money. 55% said they wanted more action/adventure movies — despite a solid amount of this genre already in theaters. Though thrillers, comedies and rom-coms such, as international hit “Bridget Jones: Mad About the Boy,” have moved largely to streaming, at least in North America, 51% of moviegoers said they wanted to see more humorous fare in theaters, while 46% wanted more suspense/thriller movies.
Audiences over 45 were the most dissatisfied with the number of compelling films in theaters, despite having the time and desire to attend. However, 68% of customers said they were excited by the upcoming film line-up, while a solid 83% of younger customers under 34 are excited by the upcoming slate.
The study also found that 64% of customers don’t see any barriers to visiting cinemas when there is a movie they want to watch, while according to the survey, only 6% prefer to wait and watch on streaming.
In general, customers are spending less on entertainment, but those under 44 years old are spending more than six months ago, the study found.
Created to support a healthy global cinema industry, the GCF’s executive board includes CEOs of the top 12 exhibition companies worldwide as well as Cinema United (formerly NATO) and UNIC. The Advisory Board includes 75 exhibition companies and 29 associations, collectively representing 65-70% of the global box office.
Jane Hastings, GCF Chairperson, commented “One of the goals for the GCF is to ensure global customer insights are shared with the film community so we can collectively better respond to customer demand. The industry often talks about how to drive frequency to the cinema and the answer is clear; releasing more films in cinemas that customers want to see drives frequency. Our customers are telling us that they have no barriers to going to the cinema when there is a movie they want to see. There is a great opportunity to meet this demand so attendance and frequency grow. We also want to shine a light on the investment in innovation in cinema experiences worldwide, which is driving ticket price growth and supporting record-breaking box office results globally.”