2006 US Movie Attendance Study · 2006 US Movie Attendance Study Movie attendance has rebounded from the dip seen in 2005. From mid-July 2005 to mid-July 2006, there were 3% more

Worldwide Market Research & Analysis

2006 2006 US Movie US Movie

Attendance StudyAttendance Study

Page 2

2006 US Movie Attendance Study

Table of Contents

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . 3-4

Moviegoers & Admissions . . . . . . . . . . . . . . . . . . . . 5-6

Moviegoers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7-10

Admissions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11-14

Frequency of Moviegoing . . . . . . . . . . . . . . . . . . 15-22

Ethnicity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23-27

Note: Statistics throughout represent data from mid-July to mid-July of the following year – not calendar years

Page 3


Movie attendance has rebounded from the dip seen in 2005. From mid-July 2005 to mid-July 2006, there were 3% more moviegoers in the US than in the same period the previous year. This increase was primarily led by two age groups - moviegoers 25-39 years old grew by 7% in 2006, while moviegoers 60 and older grew by 18%.

Moviegoers by Age Group2006

Both moviegoing and admissions were split evenly between males (49%) and females (51%).

Executive Summary

Admissions also increased, with 4% more tickets sold in 2006 than in 2005, again driven by the 25-39 age group (↑9%). Admissions by 40-59 year-old moviegoers also contributed to the growth with a 7% increase. Moviegoers 12-24 years old went to slightly fewer movies in 2006 (↓0.7%), yet they continue to represent the largest share of total admissions.

12-2428%

25-3928%

40-5932%

60+12%

Admissions by Age Group2006

12-2436%60+

9%

25-3929%

40-5926%

Page 4


In addition to more people going to more movies in 2006, they also went more frequently. There was a shift in market share toward those who go to movies at least once per month. There were fewer infrequent and non-moviegoers in 2006, though there was minimal change in occasional moviegoers.

% of Frequent Moviegoers by Age Group

2006

Executive Summary

The average person saw 5.5 movies in theaters in 2006, while the average moviegoer went to 7.6 movies. Hispanic, African-American, and Other moviegoers see more movies per person than Caucasian moviegoers, though Caucasians still represent the majority of all moviegoers with 62%.

25-2911%

60+9%

50-599%40-49

16%

30-3918%

12-2437%

Average Admissions per Moviegoer by Ethnicity

2006

7.68.8

7.1

9.08.0

Hispanic African-American

Other Caucasian TotalPublic

Page 5


Moviegoers & AdmissionsBoth total moviegoers and total admissions rallied from the 2005 decline, rebounding 3% and 4%, respectively.

166168

179

169

175

1,332

1,280

1,470

1,4211,406

155

160

165

170

175

180

185

2002 2003 2004 2005 2006

Mov

iego

ers (

mill

ions

)

1,150

1,200

1,250

1,300

1,350

1,400

1,450

1,500

Adm

issio

ns (m

illio

ns)

Moviegoers Admissions

Total Moviegoers and Admissions2002-2006

Statistics throughout represent data from mid-July to mid-July of the following year – not calendar years

Page 6


Moviegoers & AdmissionsIn 2006, admissions both per person and per moviegoer leveled out, remaining flat from 2005.

Admissions per Person and Moviegoer2002-2006

8.5 8.58.2

7.67.6

6.2

5.4

6.1 6.2

5.5

5.0

6.0

7.0

8.0

9.0

2002 2003 2004 2005 2006

per Moviegoer

per Person

2006 Total Moviegoers: 175 Million | 2006 Total Admissions: 1.3 Billion

Page 7


MoviegoersMore older respondents went to the movies in 2006 – the 60+ age group had double digit growth, up 18%, while the 50-59 age group increased by 7%. The two youngest age groups, 12-24 and 25-29, remained flat compared to last year.

48 49 50 5049

16 1616 17 17

3334 35

31

34

31 31 32

33

332422

18

2124

22182120

18

10

20

30

40

50

2002 2003 2004 2005 2006

Mill

ions

12-24 25-29 30-39 40-49 50-59 60+

Moviegoers by Age Group2002-2006


Page 8


MoviegoersDespite the increases within the segments in 2006, market share remained constant across moviegoer age groups.

48 49 50 50

4950

47

5052

50

3231

33 3331

38 39

45

40

46

25

35

45

55

2002 2003 2004 2005 2006

Mill

ions

12-24 25-39 40-49 50+ 2006 Total Moviegoers: 175 Million2006 Total Admissions: 1.3 Billion

12-2428%

25-3928%

40-4918%

50+26%


Moviegoers by Age Group2006

Page 9


MoviegoersThe 25+ age group of moviegoers rose by 7 million while the other age breakouts all stayed relatively unchanged.

48 49 50 5049

118 120119

130 127

40

60

80

100

120

140

2002 2003 2004 2005 2006

Mill

ions

12-24 25+



8182

83 8382

868787

96

87

80

85

90

95

100

2002 2003 2004 2005 2006

Mill

ions

12-35 35+

Page 10


MoviegoersThe most significant growth, broken out by age and gender, was with 40-59 year-old males and both 25-39 year-old and 60+ females. All other age and gender groups remained consistent with last year’s totals.

252425

24 25

25 2627

24 2423

25

27 2628

8899

9

5

10

15

20

25

30

2002 2003 2004 2005 2006

Mill

ions

12-24 25-39 40-59 60+


23

25

25 25

2526

2324

2626

2627 2828

30

13

1112

1011

10

15

20

25

30

2002 2003 2004 2005 2006

Mill

ions

12-24 25-39 40-59 60+

Males Females


Page 11


AdmissionsAdmissions grew by double digits in both the 30-39 and 40-49 age groups in 2006, jumping 14% and 13%, respectively.

551 567 567

485489

158 135124125

136

246269 265

216

237

211 193 219194236

122125

119

152 145124

122132130

11850

150

250

350

450

550

2002 2003 2004 2005 2006

Mill

ions

12-24 25-29 30-39 40-49 50-59 60+

Admissions by Age Group2002-2006


Page 12


MoviegoersEven though the 12-24 age group remained basically flat, decreasing by 1%, it did gain 2 market share points, as did the 25-39 age group, which increased by 9% in 2006.

551567 567

485489

395

351

392 390 382

465462

512

440460

300

400

500

600

2002 2003 2004 2005 2006

Mill

ions

12-24 25-39 40+ 2006 Total Moviegoers: 175 Million2006 Total Admissions: 1.3 Billion

25-3929%

12-2436%

40+35%


Admissions by Age Group2006

Page 13


AdmissionsDespite drops in each age group under 18, the 13-15 year-olds continue to command the admissions of the teen age groups at 51% market share.

2533

412932

109

124127 125118

8490

10897

90

20

40

60

80

100

120

140

2002 2003 2004 2005 2006

Mill

ions

12 13-15 16-17 2006 Total Moviegoers: 175 Million2006 Total Admissions: 1.3 Billion

1213%

16-1736%

13-1551%

Admissions of Teens by Age2002-2006

Admissions of Teens by Age2006

Page 14


AdmissionsThere was not much difference between male and female moviegoers in 2006 – the younger age groups accounted for more of the total admissions, regardless of gender. However, both 25-39 year-old female moviegoers and 40-59 year-old male moviegoers went to 23% more movies in 2006.

250235

293 295267

193 202

177

196 192

173 165

191

136168

514855 59 52

0

50

100

150

200

250

300

350

2002 2003 2004 2005 2006

Mill

ions

12-24 25-39 40-59 60+


289 272 270247235

205

155

185218

191

152

184170

187

186

7771747272

0

50

100

150

200

250

300

350

2002 2003 2004 2005 2006

Mill

ions

12-24 25-39 40-59 60+

Males Females


Page 15


FrequencyIn 2006, there was a decrease in the proportion of consumers who go to the movies less than once in 6 months or not at all. Market share shifted to frequent and occasional moviegoers, driven by another swap between frequent moviegoers and those who never go.

28%

25%

28% 28%

24%

35%34%

36% 35% 34%

11%11%13% 13%11%

26%

27%

26%

29%

24%

5%

10%

15%

20%

25%

30%

35%

40%

2002 2003 2004 2005 2006

Frequent Occasional Infrequent Never

Frequency of Moviegoing2002-2006

Frequent = at least once per month (12x/year)

Occasional = at least once in six months (2-11x/year)

Infrequent = less than once in six months

2006 Total Frequent Moviegoers: 49 Million2006 Total Admissions by Frequent Moviegoers: 1.1 Billion

Page 16


FrequencyMarket share shifted in 2006 away from occasional and infrequent moviegoers to frequent moviegoers, resulting in 82% of all admissions now coming from those who go to the movies at least once per month.

1% 2% 2% 1%2%

18% 18%20% 17% 16%

82%78% 81% 80%81%

2002 2003 2004 2005 2006

Infrequent Occasional Frequent

Frequent83%

Occasional16%

Infrequent1%

Admissions by Frequency2002-2006

Admissions by Frequency2006

2006 Total Frequent Moviegoers: 49 Million2006 Total Admissions by Frequent Moviegoers: 1.1 Billion


Occasional = at least once in six months (2-11x/year)

Infrequent = less than once in six months

Page 17


FrequencyThere was virtually no change in 2006 in the percent of frequent moviegoers who were 12 or between the ages of 13-16. Percentage points shifted evenly from the 12-24 group to the 25-39 and 60+ groups.

3%2%2%

3%2%

13%

16% 15% 15% 15%

0%

4%

8%

12%

16%

20%

2002 2003 2004 2005 2006

Mill

ions

12 13-16

40%42% 41%

37%41%

27% 26%27% 26%29%

23% 23%25%25%25%

9%7%8%8%8%

5%

15%

25%

35%

45%

2002 2003 2004 2005 2006

12-24 25-39 40-59 60+

2006 Total Frequent Moviegoers: 49 Million | 2006 Total Admissions by Frequent Moviegoers: 1.1 Billion

Frequent Moviegoers by Age Group2002-2006

Teens All


Page 18


Frequency

40-4916%

50-599%

60+9% 12-24

37%

25-2911%

30-3918%

% of Frequent Moviegoers by Age Group2006

% of Frequent Moviegoers by Age Group

2004 2005 200612-24 41% 42% 37%25-29 9% 11% 11%30-39 17% 15% 18%40-49 16% 15% 16%50-59 9% 10% 9%

60+ 8% 7% 9%

2004 2005 2006 Population12-24 28% 29% 28% 22%25-29 9% 10% 10% 8%30-39 20% 18% 19% 17%40-49 18% 19% 18% 19%50-59 14% 13% 14% 15%

60+ 12% 11% 12% 20%

% of Moviegoers by Age Group

40-4918%

50-5914%

60+12% 12-24

27%

25-2910%

30-3919%

% of Moviegoers by Age Group2006


Page 19


FrequencyAll three household types grew in 2006, as frequent moviegoers with teenagers jumped up to 32% and the gap among all three began to widen again.

29%27% 28%

29%

23%

30%

24%

32%

35%

32%

23%20%

23%

20%

24%

15%

20%

25%

30%

35%

40%

2002 2003 2004 2005 2006

With Children (17 and below) With Teenagers (12-17) No Children

Frequent Moviegoers by Household Composition*2002-2006


* Does not include teen respondents

Page 20


FrequencyThe proportion of frequent moviegoers who are single continued to rise above the evenly matched 2004 level, while married moviegoers continued to go to the movies less often in 2006.

49%

53%

50%

47%

49%

51% 51%

47%

50%

53%

45%

50%

55%

2002 2003 2004 2005 2006

Married Single

Frequent Moviegoers by Marital Status*2002-2006


* Does not include teen respondents

Page 21


FrequencyMoviegoers earning less then $15,000 per year went to the movies less frequently in 2006, while all other income brackets went to the movies more often.

17% 16% 16% 16% 13%

19% 22% 15% 21%24%

29% 23% 25% 21% 33%

33% 30% 31% 30% 32%

21%23%22%

19%24%

2002 2003 2004 2005 2006

$50,000 and over

$35,000 to $49,999

$25,000 to $34,999

$15,000 to $24,999

Under $15,000

Frequent Moviegoers by Income2002-2006


Page 22


FrequencyMoviegoers earning less then $15,000 per year went to the movies less frequently in 2006, while all other income brackets went to the movies more often.

6% 7% 6% 7% 4%8% 11% 7% 10%

7%

21% 16%17% 17% 23%

52% 52% 56% 56% 57%

10%14%

14% 10%14%

2002 2003 2004 2005 2006

$50,000 and over

$35,000 to $34,999

$25,000 to $34,999

$15,000 to $24,999

Under $15,000

Income of Frequent Moviegoers2002-2006


Page 23


EthnicityCaucasian moviegoers and admissions by Caucasians were both up in 2006, rising 6% each. While there were more Hispanics going to the movies in 2006 than in 2005, they didn’t go as many times, with admissions down 11%. The opposite is true for African-Americans – slightly fewer moviegoers went more times.

25 2623 2521

21 20 22 21 20

118 118127

113120

0

20

40

60

80

100

120

140

2002 2003 2004 2005 2006

Mill

ions

Hispanic African-American Caucasian

226 224301

217245

182 164199143 177

919 918847

795

942

50

200

350

500

650

800

950

1100

2002 2003 2004 2005 2006

Mill

ions

Hispanic African-American Caucasion


Moviegoers by Ethnicity2002-2006

Admissions by Ethnicity2002-2006

Note: Survey is conducted only in English

Page 24


EthnicityHispanic moviegoers went to the movies less frequently in 2006, causing share of the frequent moviegoer market to shift toward Caucasians.

11%

10%

10%

17%

19%

11%

13%

14%

10%12%

9%

4%3%

9%

3%0%

5%

10%

15%

20%

2002 2003 2004 2005 2006

Hispanic African-American Other

Caucasian62%

Hispanic17%

Other9%

African-American

12%

Ethnicity of Moviegoers2002-2006

Ethnicity of Frequent Moviegoers2006

2006 Total Frequent Moviegoers: 49 Million2006 Total Admissions by Frequent Moviegoers: 1.1 BillionFrequent = at least once per month (12x/year)


Page 25


EthnicityAdmissions by African-American moviegoers grew by more than 1 yearly admission in 2006, maintaining the upward trend started last year. At the same time, admissions by Hispanic moviegoers fell by more than 1 admission, dropping below the African-American level.

8.0

12.1

9.89.911.0

8.6 9.8

6.6

9.0

7.8

7.17.0

7.5

7.8 7.8

4

6

8

10

12

14

2002 2003 2004 2005 2006


Admissions per Moviegoer by Ethnicity2002-2006



2006 Total Moviegoers: 175 Million2006 Total Admissions: 1.3 Billion

Page 26


EthnicityWhile each ethnic group experienced some change in 2006, the total public average admissions per moviegoer stayed static at 7.6 movies per person per year.

7.6

8.8

7.1

9.0

8.0

Hispanic African-American Other Caucasian Total Public

Admissions per Moviegoer by Ethnicity2006



2006 Total Moviegoers: 175 Million2006 Total Admissions: 1.3 Billion

Page 27


EthnicityDespite increases in moviegoers and admissions among Caucasians, they remain the least frequent moviegoers. Hispanic and African-American frequent moviegoers swapped spots, with 87% of African-American moviegoers going frequently vs. 84% of Hispanic moviegoers going frequently.

44%

44%

45%

55%52%

36%

42%

31%

36%

45%

37%

33%

36%

30%

36%

20%

25%

30%

35%

40%

45%

50%

55%

60%

2002 2003 2004 2005 2006



Frequent Moviegoers by Ethnicity2002-2006

Frequent Moviegoer Admissions by Ethnicity2002-2006

Note: Survey is conducted only in English and calculations are based on moviegoing population

87%

84%

84%

92%

88%

80%84%

75%

81%

87%

80%

76%

81%

76%

80%

60%

65%

70%

75%

80%

85%

90%

95%

2002 2003 2004 2005 2006



Documents

2006 US Movie Attendance Study · 2006 US Movie Attendance Study Movie attendance has rebounded from the dip seen in 2005. From mid-July 2005 to mid-July 2006, there were 3% more