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