Magazine article Screen International

This Way Up Conference: 78% See Cinema as "Expensive Activity"

Magazine article Screen International

This Way Up Conference: 78% See Cinema as "Expensive Activity"

Article excerpt

Tanya Easterman, senior relationship manager at Cinema First, the cross industry body which runs the Meerkat Movies promotion, has warned that cinema-going is perceived by audiences as a prohibitively expensive activity, something which poses a signficant challenge to the sector.

Presenting new research conducted by the company during a session at UK cinema conference This Way Up at Glasgow Film Theatre on November 30, Easterman began on a positive note: "The proportion of people who have claimed to have visited the cinema over the last quarter was up 23% (over the previous quarter), that's reflective of the film slate at the moment."

The same figure for specifically the month of October was 49%, up 7% year-on-year, she added.

Easterman proceeded to analyse the drivers of cinema visits. "The overall cinematic experience is the most important factor, other drivers include visuals, sound effects, ticket offers and discounts," she said.


"However, overall attitudes haven't seen much change over the last year, this is a little bit concerning," she continued. "We still have work to do around perceptions of price," she said.

"48% agree that the cinema is still the best place to watch films, but 51% still don't think the cinema justifies the experience of the overall cost of that visit."

That overall cost also factors in parking and confections, she added.

"The crucial point here is that 78% see cinema-going as an expensive activity, this is measured against other leisure activities. …

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