Where do moviegoers really spend their time? What are the social dynamics of the decision-making process? How do we synthesize the sea changes taking place with digital technologies in order to reach the right audience with the right message at the right time in the right place?

We designed the Moviegoers 2010 research study to answer these questions, and to provide film marketers with actionable insights into how to best reach movie consumers over the next decade.

DOWNLOAD THE STUDY HERE

Before we dig into the data, a few words about what we did and where the information you are about to see came from…

In our development, we spent time with studio colleagues who are heads of marketing, media and research. From over 30 hours of interviews, we synthesized questions to address the purchase funnel and how to best market to the consumer of the next decade.

We took the questions from marketers and went out and spoke to moviegoers. Nearly 4,000 moviegoers across all age groups participated, shedding light on the behaviors and habits that drive moviegoer awareness and decision-making. We talked to them in theaters, we called them over the telephone, and we found them online.

And what we discovered was this: Changes in media consumption and technology usage have reached an inflection point.

In coming posts, we’ll focus on some of the key changes and what they mean for your marketing plans, such as:

• Moviegoers spend more time each week online (19.8 hours) than they do watching TV (14.3 hours)

• 52% of moviegoers have digital video recorders (61% of the 30-39 demo) and, of those consumers, 71% fast-forward to skip commercials.

In the meanwhile, you can attend our next presentation of the study on Thursday, Oct 29th, at Showeast (details here) or download the study here.