Each year a little number of recently released films, 6-10 titles, become ‘events’. These films like the new character, the newest Disney family feature, and other big action titles like the Marvel films or ‘sagas’ like Twilight and therefore the Hunger Games, are the bedrock of business cinema. These are mass appeal films created at an enormous cost and supported by massive marketing efforts. they supply a disproportionately great amount of a cinema’s annual income and they generally appeal strongly to the youth audience (16-24-year-olds). ‘Event’ films are shown widely at multiplex cinemas but often perform poorly in local independent cinemas when shown some weeks after the initial position release although some people are prepared to attend if they need to see the film trailer at a favorite cinema.
In contrast, an oversized number of high-quality, independent, and foreign language films are released annually but invariably they earn much less at the box office. These films appeal more to 30+-year-olds and may persuade be very talked-about with particular audiences in individual cinemas. In recent years the 45+ age bracket has become one of all the most important growth markets in UK cinemas with films like the simplest Exotic Marigold Hotel with more mature characters and powerful storylines geared toward a multi-generational market. teenagers, although still the multiplexes mainstay audience, are increasingly consuming film online through downloading or streaming services.
Films supported literary works or specific aspects of social history or parts of the country are often well received by local audiences preferring cinemas with comfort, character, and therefore the opportunity to own a coffee or a bar drink. Young children enjoy cinema-going. Sometimes they attend with a gaggle of friends. Often they’re among parents or relatives. Films for the younger age groups are important for local cinemas and should attract sell-out audiences for morning or matinée performances, especially at weekends and through school holidays. Many cinemas now have a daily slot for this audience and operate it sort of a ‘club’ to encourage repeat visits. Local cinemas should be capable of adapting to whatever is currently within the news and available to them. This needs skill and showmanship on the part of the cinema manager and staff added to a well-designed building.
Segmentation analysis
The cinema industry categorizes audiences in many alternative ways but often relies on an age-related scheme that closely follows the film certification categories (U, PG, 12A, 15, 18):
- Children (5-11 years old)
- Family groups
- Teenagers / young couples / students
- Adults
Research by the All Industry Marketing (AIM) Committee for the united kingdom cinema industry has proposed two new audience segmentation schemes. The ‘life stage’ categorization draws attention to the weather of the cinema-going experience that every group seeks – popcorn, comedy, and thrills for the teenage audience contrasted with a bar drink and a top-quality film for 40+-year-old adults.
The categorization by ‘attitudes’ seeks to spot the little but highly important group of enthusiastic cinemagoers. except being regular attenders, these individuals are often the opinion leaders who influence other less committed people to attend.
