CINEMA & THE CITIES THE ROLE OF EXPERIENCE IN … · In Istanbul, cinema is ranked the 3rd favourite cultural activity, after travelling and going out to eat. 75% of those surveyed

CINEMA& THE CITIESTHE ROLE OF EXPERIENCE IN ENTERTAINMENT

CITY RESULTS

GOING TO THE CINEMA: HOW OFTEN AND WITH WHOM

Less than one a year 2%

Once a year 1%

Once every 6 month 10%

Once a quarter 33%

Once a month 45%

Once a week 9%

More than once a week 1%

7%By Yourself

45%As a Couple

35%With Friends

13%With Family

BERLINGRAB THE GANG AND GET READY FOR ANYTHING

Going to the cinema is a less common practice in Berlin than in other cities: only 54% of respondents said they go either weekly or monthly, compared to 69% on average for the 7 cities studied.

But as in the other cities, the cinema still figures among the top 3 cultural activities Berliners like best, behind travelling and going out to eat.

Again paralleling the other cities, Berliners primarily go to the cinema to laugh.

It is a social activity for them, and they prefer to go with friends.

They also hope the experience surprises them and makes them dream a little. Their preference for comedies and action films puts them very closeto the average for the entire sample.

Berlin cinephiles are the ones who most see themselves watching films in unexpected places 10 years from now.

BERLIN

EMOTIONS: WHAT THEY’RE LOOKING FOR

1 TO

LAUGH

2 TO BE

SURPRISED

3 TO

DREAM

WHERE THEY SEE THEMSELVES WATCHING A MOVIE IN 10 YEARS

27% 73%

22% 78%

25% 75%

63% 37%

Yes No

FAVOURITE GENRES

5 SCIENCE FICTION

6 HORROR

4 ROMANTIC COMEDY

3 DRAMA

1 COMEDY

2 ACTION & ADVENTURE

Anywhere: movies will be screened in unexpected venues (aquariums, hospitals,

industrial sites, rooftops...)

In a classic theater eating popcorn...

At home with a virtual reality headset

In a multiplex that will make you experience the film with special effects and high-tech seats



Once a year 1%


Once a quarter 14%

Once a month 51%

Once a week 24%


10%By Yourself

34%As a Couple

39%With Friends

17%With Family

ISTANBULFRIENDS AND SCI-FI FOR THE WIN!

In Istanbul, cinema is ranked the 3rd favourite cultural activity, after travelling and going out to eat. 75% of those surveyed go to the cinema monthly or weekly, putting them above the sample average of 69%.

Going to a film is definitely a social activity, but in Istanbul friends are far and away the preferred companions with 39% of the votes, compared to 26% for the other cities combined.

Istanbul filmgoers are most keen to laugh when they go to the cinema. “To dream” and “to be surprised” come next, followed by “to think”.

The genre ranking reveals another interesting finding that is specific to Istanbul: the importance of science fiction and action films.

There more than any other city do respondents envision themselves watching films using virtual reality in cinemas and at home.

ISTANBUL


22% 78%

13% 87%

48% 52%

69% 31%

Yes No

FAVOURITE GENRES

1 SCIENCE FICTION

6 HORROR

4 ROMANTIC COMEDY


3 COMEDY

5 DRAMA


1 TO

LAUGH

2 TO BE

SURPRISEDAND TO DREAM

3 TO

THINK








Once a year 2%


Once a quarter 29%

Once a month 44%

Once a week 14%


11%By Yourself

47%As a Couple

23%With Friends

19%With Family

LONDONGOING TO THE CINEMA TO LAUGH – AND TO THINK

Londoners go to the cinema regularly, but less frequently than the average of the other cities studied: 58% of the British capital’s cinephiles go either weekly or monthly. Cultural activity preferences are rather similar to those in the other cities: travelling beats out restaurants for the top slot, and the cinema occupies 3rd place.

A cinema outing is a group experience most often shared with family or friends. But as in Paris, and more so than in the other cities studied, people do go watch films by themselves (11%). Londoners mostly

want to laugh when they go see a flick, but they also like surprises – and films that make them think (3rd place in the ranking). It’s no shock that drama is the city’s favourite genre. Comedies and action films are also popular.

When asked about the cinema 10 years from now, British filmgoers expressed a clear interest in experiences augmented by technology. Even so, their attachment to the traditional screening format is stronger than in other cities.

LONDON


23% 77%

32% 68%

25% 75%

65% 35%

Yes No

FAVOURITE GENRES

4SCIENCE FICTION

6 HORROR

5 ROMANTIC COMEDY

2 COMEDY


1 DRAMA


1 TO

LAUGH

2 TO BE

SURPRISED

3 TO

THINK








Once a year 1%


Once a quarter 22%

Once a month 45%

Once a week 25%


5%By Yourself

59%As a Couple

17%With Friends

19%With Family

MADRIDLOTS OF LAUGHS WITH THE ONE YOU LOVE

Madrid residents rank the cinema their 3rd favourite cultural activity, after travelling and eating out, placing them right at the average for the sample. But they go a bit more frequently than the European average: 67% of respondents go to the cinema weekly or monthly.

While they too consider it a social activity, they largely prefer going as a couple (59%), well above the average of 48% for the sample.

As elsewhere, people in Madrid are most looking to laugh when they go to the cinema, and comedy, action/adventure and drama (in that order) are their favourite film genres.

When asked to imagine the cinema 10 years from now, they show a certain attachment to the traditional cinema experience: 33% imagine themselves watching films the same way in 10 years, compared to 26% for respondents overall. They are also less likely to see themselves in a multiplex offering a technologically enhanced experience: fewer than half (47%) of Madrid residents identified with that idea, compared to 64% for the average.

MADRID


1 TO

LAUGH

2 TO BE

SURPRISED

3 TO

DREAM


22% 78%

33% 67%

35% 65%

47% 53%

Yes No

FAVOURITE GENRES

4 SCIENCE FICTION

6 HORROR

5 ROMANTIC COMEDY

3 DRAMA

1 COMEDY









Once a year 1%


Once a quarter 13%

Once a month 43%

Once a week 34%


4%By Yourself

44%As a Couple

21%With Friends

31%With Family

MOSCOWA CITY OF FILM FANS – AND IT RUNS IN THE FAMILY

Muscovites are cinephiles: 77% say they go to the cinema between once a week and once a month, compared to the average of 69% for the other cities. Cinema ranks 3rd in their favourite cultural activities, behind travelling and restaurants – the same as the other cities.

One of the interesting differences about cinema in Moscow is that it is much more a family affair than elsewhere: 31% of the sample said they prefer to go to the cinema as a family, versus 18% for the other cities on average.

Filmgoers are after the same things everywhere, with laughs and surprises on top for Moscow too.

But only in this city do romantic comedies earn such a high place in the genre ranking (2nd).

Also interesting is the potential influence a film can have, as Muscovites are much more likely to try something new (72%) or choose their next travel destination (63%) based on a film than respondents in other cities.

The outlook 10 years from now gives a glimpse of the significant potential of enhancing technology and the cinematic experience. Moscow moviegoers again fall well above the average on this idea of a technologically augmented cinema.

MOSCOW


1 TO

LAUGH

2 TO BE

SURPRISED

3 TO

DREAM


16% 84%

29% 71%

30% 70%

82% 18%

Yes No

FAVOURITE GENRES

3 SCIENCE FICTION

6 HORROR

2 ROMANTIC COMEDY

1 COMEDY

4 DRAMA







PARISSERIOUS CINEPHILES WHO DON’T HESITATE TO GO SOLO

Parisians give the cinema star billing in their lives, ranking it their #2 favourite cultural activity (it’s #3 on average for the 7 cities). Paris is decidedly full of film-lovers: 38% of respondents said they go to the cinema at least once a week, compared to 30% for the other cities.

As elsewhere, going to the cinema is a group activity, but Parisians are far and away the most inclined to go by themselves: 17% say they prefer to watch a film alone, versus 8% of the total sample.

While Paris filmgoers also want to laugh more than anything, just like the other Europeans surveyed, they also want a film to make them dream and think. Compare that to the study average ranking

with “to be surprised” and “to dream” in those spots.Parisians say romantic comedy is their 3rd favourite genre, a place held by drama in the general results.

When Parisians imagine themselves 10 years in the future, they are still very attached to the traditional cinema format: 43% imagine sitting in the same type of room (compared to 26% of the total sample).

They are also fewer to see themselves going to an augmented multiplex (56% for Paris versus 64% for all cities), or watching a film at home in virtual reality (26% vs 32%).



Once a year 1%


Once a quarter 17%

Once a month 39%

Once a week 30%


17%By Yourself

50%As a Couple

20%With Friends

13%With Family

PARIS


22% 78%

43% 57%

26% 74%

56% 44%

Yes No

FAVOURITE GENRES

5 SCIENCE FICTION

6 HORROR

3ROMANTIC COMEDY

1 COMEDY


4 DRAMA


1 TO

LAUGH

2 TO

DREAM

3 TO

THINK







Less than one a year

0%Once a year


Once a quarter 12%

Once a month 43%

Once a week 36%


1%

2%By Yourself

57%As a Couple

30%With Friends

11%With Family

ROMEREGULAR FILMGOERS LOOKING FOR AN “AUGMENTED” CINEMA EXPERIENCE

Romans have a strong attachment to the cinema, ranking that activity 2nd (right after travelling) among their favourite cultural activities. All the other cities except Paris put it 3rd. Of all the groups surveyed, Romans are also the most frequent filmgoers, with 41% of them saying they go at least once a week, compared to 30% for the average across Europe.

Residents of this city especially like to go to the cinema as a couple, with 57% versus 48% for the European average. Romans are also the most resistant to watching films alone: only 2% say that’s what they like best.In terms of feelings and genres, their preferences match those of the group as a whole: they love comedies because they want to laugh.

Romans are among the most influenced by the cinema in their choice of travel destination (65% versus 57% for the general panel), decisions to buy things (39% versus 32%) and trying a new hobby (54% versus 52%).

Note finally that they imagine themselves much more than the average respondents in various augmented cinema offerings, whether in a multiplex or an unexpected location. Only 13% see themselves in traditional cinemas

in 10 years, compared to 26% for respondents as a whole.

ROME


1 TO

LAUGH

2 TO BE

SURPRISED

3 TO

DREAM



industrial sites, rooftops...) 29% 71%


13% 87%

32% 68%At home with a virtual reality headset

68% 32%In a multiplex that will make you experience the film with special effects and high-tech seats

Yes No

FAVOURITE GENRES

5 SCIENCE FICTION

6 HORROR

4 ROMANTIC COMEDY

3 DRAMA

1 COMEDY


Documents

CINEMA & THE CITIES THE ROLE OF EXPERIENCE IN … · In Istanbul, cinema is ranked the 3rd favourite cultural activity, after travelling and going out to eat. 75% of those surveyed