Sociology of AudiencesNew Technologies – New Audiences?

Sociology of AudiencesNew Technologies – New Audiences?

by Elizabeth PrommerUniversity for Film and Television Potsdam Germany

by Elizabeth PrommerUniversity for Film and Television Potsdam Germany

Sociology of AudiencesSociology of Audiences

Content: What do we know about cinema audiences? Cinema Audience in Europe Case study: Comparison General and Independent

(Art) Cinema Audiences in Germany Internet and Movie Attendance Cinema Audience in 21. Century: Silver / Best Age New Technologies – New Audiences?

StatisticsStatistics

Available Statistics: Box Office : Nielsen EDI, IMBD, www.boxoffivemojo.com Structural Data: EU-Research (Media Program)

European Cinema Yearbook Box office, Screens, Screens by population etc.

Germany: Regular Panel Data about audiences (GfK) Data for Advertising bookings (Media Analyse in Germany, Screen

Digest in UK, US) Film-Institutions in every country, FFA, BFC etc. University Research: e.g. Philippe Meers in Antwerp, Prommer in

Potsdam No good data about cinema audiences in Europe for comparisons Examples: Definition of Art-Cinema varies

European Cinema Audiences

Box office: 5,2 Billion € Box office: 5,2 Billion €

over 5 Billion €

AdmissionsAdmissions

Example: Average Cinema Visits per capita

European Cinema Yearbook

All Screens in Europe

Art Cinema Screens EUArt Cinema Screens EU

Art Cinema

Data varies, not accurate

Definition of Art varies

in Germany 12 % share

in CH about 12 % share

in UK less than 5 % share

in France 50 % !!!!! share

Art Cinema AudiencesArt Cinema Audiences

Case study Germany:

Comparison Art Cinema and General audiences

Reason Germany: Data for Art Cinema Audiences is available trough FFA

Socio-Structure of AudiencesSocio-Structure of Audiences

Art Audience 2007

Gender: more females 54% more Education 57 % High School

(13 yrs) or University less students more singles more older singles income same: 49% over

2250 € older!!!

General Audience 2007

Gender: 50% to 50% less education 51 % High School (13yrs)

or University more students more families income same: 50 % over

2250 € younger!!

Age: Art vs. General 2007Age: Art vs. General 2007

7

20

37

23

28

35

15

36

0

5

10

15

20

25

30

35

40

10-19 yrs 20-29 yrs 30-49 yrs over 50yrs.

Art %

General %

Cinema AttendanceCinema Attendance

Art Cinema Audience

no difference in days of the weeks, all prefer Tuesday, Friday, Saturday at 8 pm

go more often alone or with partner

reserve less tickets82 % do not reserve

spend less money on popcorn, food

General Audience

no difference in days of the weeks: all prefer Tuesday, Friday, Saturday

at 8 pm go with friends, seldom

alone 13 % reserve online

73 % do not reserve spend more on popcorn

and food

Frequency Attendance per yearFrequency Attendance per year

19

25 24

32

37

31

19

13

0

5

10

15

20

25

30

35

40

once 2-3times

4-6times

morethan 7

Art

General

Motives for AttendanceMotives for Attendance

„Why did you choose to see this film?“ Because of… No differences in most motives

Same for: Special Effects Availability of Cinema Film is topic of discussion Actors My company / friends wanted to see it To do something with friends / Go out

Source of AwarenessSource of Awareness

5

12

20

17

21 20

8

11

0

5

10

15

20

25

Ads in TV Trailer Film critics inprint

Word of mouth

Art

General

Source of AwarenessSource of Awareness

„What was your source of awareness to this film?“ No differences in many sources Same for:

Radio: Advertising and Reports (9%) TV: Reports (6%) Print: Advertising (5%) Posters (6%) Internet (4% in 2007) (2002: 2 %)

InternetInternet

Internet as information platform

HFF Internet Study 2002HFF Internet Study 2002

292 movie attendees in Berlin 2002

Difference between source of awareness and information

Concentration on internet as source

What do they look at in the internet?

Movie Choice and InternetMovie Choice and Internet

 

InternetInternet

21. Century21. Century

Cinema Audience in 21.Century

Trend in Europe: ChangeTrend in Europe: Change

Official German statistics show:

Changing Cinema Audience in Germany Cinema Audience is getting older The over 60 years old have doubled

in past 5 years from 4 % to 8 % The younger generation is in decline

Same happens in UK and France (Screen Digest. British Film Council)

Australia

The Change: GermanyThe Change: Germany

50 % under 29

50 % over 30

Aging!!

Australia

ReasonReason

Change in age structures in western societies

Less younger, more older people • Next 10 yrs: 47 % over 50 years• Those ‘older” People are still active, wealthy and

outgoing (Silverliners, Best Agers )• They have a different movie taste• Baby-Boomers and Best Agers like

political or literary drama

Drama

Comedy

The Taste of AgeThe Taste of Age

Films with an older audience (FFA) Over proportion older than 50 years: Das Leben der Anderen / The Life of Others

33 % over 60 yrs. (average 8%) 16 % 50-59 yrs. (average (8%) 16 % 40-49 yrs. (average 15%) 14 % 30-39 yrs. (average 19%) 14 % 20-29 yrs. (average 27%) 7 % 10-19 yrs. (average 23%)

Drama: plays in former East Germany

The Taste of AgeThe Taste of Age

Films with an older audience (FFA) % over 50 yrs. Kalender Girls (37%) The children of Monsieur Mathieu (43%) Der Untergang /The Downfall: Hitler and the End

of the Third Reich (30%) Die weiße Massai (41 %) Die Reise der Pinguine (45 %) Alles auf Zucker (55 %) Children Movies (26%)

Same tendency in UKSame tendency in UK

The younger ones liked: The younger ones liked:

New Technologies – New Audiences? New Technologies – New Audiences?

New Audiences or older audiences?

Art Audience and Age Age and Taste Age and Internet