Young People Are Passionate (and Informed!) Movie Fans
How do global young people feel about movies?
A recent Viacom International Media Networks (VIMN) study sought to answer this question with an online survey of over 3,000 people 15 to 34 in eight countries. Among the study’s goals were to explore their cinema-going movie experience, as well as their experience of watching TV movie channels at home.
Here are a few key findings from this project:
Young people love movies!
- Over half go to the cinema at least once a month and over three quarters watch movies at home at least once a week.
- More than half (58%) even consider themselves film experts.
Cinema audiences look for the movie first, cinema experience second. Nearly 8 in 10 young people say they only go to the movies when there’s something specific they want to see.
“Going to the movies” is an experience that extends beyond the cinema…
- Most young people come prepared and educated. 70% research a movie before committing to watching it. Owing to this interest, extra content that’s released before a film can drive undecided audiences to the cinema. Before watching a film they look for:
- Interviews with actors/actresses
- Interviews with producers/directors
- “Making of the movie” clips
- Over 9 out of 10 young people like to learn more about movies after watching the film. After viewing, they are interested in:
- Extra/deleted scenes
- Behind-the-scenes footage
And after so much investment into a movie, one viewing is not enough for some fans. More than a third (35%) of young people have gone to see a movie in the theater more than once.
Films are also an important part of young people’s TV viewing repertoire. Over half are watching movies at home multiple times per week. In fact, 78% say that when they’re looking for something to watch on TV, they love coming across a great movie.
At home, viewers seek a personalized movie experience that is entirely dependent on their mood. Movies help young people unwind and escape, and provide an opportunity to get together with friends and family. And while of course audiences get excited about seeing the latest blockbuster, nostalgia and classic films are also an important part of the mix.