CINEMA DELIVERS…
A UNIQUE FAMILY PROPOSITION
DCM.CO.UK
CINEMA HAS THE POWER TO… CREATE SPECIAL SOCIAL & BONDING OCCASIONS
It’s lovely thing for us to do as a family. It’s nice for us to do something we all enjoy doing”
- A social event
- Catalyst to ‘together time’
- Rare opportunity to bond
- Fuels word-of-mouth
Source notes: Medium of Cinema Qualitative ResearchCSA/SPA research. Feb 2005
“
FOR THEM... CINEMA IS A FUN FAMILY EVENT TO TREAT THEIR CHILDREN, A RARE CHANCE TO ESCAPE FROM THE DEMANDS OF EVERYDAY LIFE
1. Source : Touchpoints Superhub 3 2010 | Base : All 15+ Adults | Target : Those with children in household2. Source : FAME 2011 | Base : All 7+ Cinemagoers | Target : 7 – 11 year olds ; Those w/ children in HH
CINEMA: THE QUALITY BROADCAST CHANNEL
Average group size - Adults with children in
HH go in groups of 3.042
Quality time - 72% agree the cinema experience is better shared with family & friends1
Index 117
Appointment to view - 38% decide their film a
week before their cinema trip2
Index 104
30% agree their children influence which films they
see at the cinema1
Index 172
Family Outing - 43% go to the cinema to spend time with family / friends1
Index 129
Groups - 77% of 7-11 year olds go to the cinema with their parents & siblings2
Index 308
Average group size – 7 – 11 year olds go in groups of 3.612
Genre Index
Family 167
Animation 134
Teenage Comedy 123
THEIR TOP 3 FAVOURITE FILM GENRES ARE …
Source : FAME 2011 | Base : All 7+ CinemagoersTarget : 7 – 11 year olds or those w/ children in HH
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