Researcher Finds TV Ads Dominate, Despite Slippage

By Robert Marich
   Jan. 26 2011—Market Force Information, which is is a new name to me in movie research, found some erosion in cinema loyalty and confirmed moviegoers still rely heavy on TV ads in selecting movies, though TV's importance is slipping. Those are findings from a survey of 3,200 consumers conducted by the Boulder CO-based research firm about film consumption habits spanning theaters to in-home to video rental kiosks.
   “In 2009, 32% said they would go to the theater to watch a movie because they did not want to wait to see it, but that percentage dipped to 25% in 2010,” says a press release from Market Force Information. “This shift is likely due to the proliferation of movies available for instant download shortly after they are released.”

   The press release quotes Market Force chief marketing officer Janet Eden-Harris saying, “Despite this shift, studios and theaters don’t need to feel threatened because our research also shows that most consumers like to go to the theater for the experience of watching a movie on the big screen, complete with surround sound and real-life picture quality. The rise of 3D movies is also drawing consumers to theater seats.” 

   In December 2009, 72% of consumers said that TV commercials are their primary source for information to select movies, but that falls to 62% this year. The research firm notes TV ads “are still the leading source, but much less dominant as consumers migrate to different sources for their entertainment information. Meanwhile, movie previews and reviews are playing an increasingly important role as movie information sources, growing over the past year to 47% and 41%, respectively.”
  In-theater promotions rise from 9% in 2009 to 13%, so personal digital marketing has not so far undercut point of purchase pursuasion. Tweets from studios is unchanged at 1% both years.
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