Global Cinema Federation Unveils Insights from Movie-Goers to Enhance Cinema Experiences

The Global Cinema Federation (GCF), an organization representing cinema exhibitors worldwide, has recently published the findings of its global customer research. This research captures the sentiments and preferences of movie-goers, providing invaluable insights aimed at enhancing cinema experiences globally. Conducted across 15 markets, the survey drew over 68,000 responses, underscoring the importance of understanding the demands of international audiences.

Key Findings from the Research

One of the standout revelations is that 72% of movie-goers perceive cinema visits as offering great value for their money. Interestingly, 64% of respondents expressed that they face no barriers to attending the cinema when a film they wish to see is screening. Additionally, a mere 6% indicated a preference for waiting for films to become available via streaming services, highlighting a strong inclination towards the cinema experience itself.

Despite a general trend of reduced spending on entertainment, cinema attendance appears to be stable compared to other out-of-home entertainment options. Particularly among younger audiences under 44 years old, there's a noticeable uptick in spending on cinema experiences. The Net Promoter Score—a measure of customer satisfaction—stood at 37 across all age groups, with even higher satisfaction from younger movie-goers, whose score was 48. This reflects a solid engagement with the cinema offerings.

However, the report also identifies a pressing concern: a lack of compelling films inhibits attendance. While 68% of respondents expressed excitement for upcoming releases, this enthusiasm is markedly greater among those aged 34 and under, at 83%. Conversely, respondents over 45 years old admitted to having the time and desire to visit cinemas, yet they feel let down by the insufficient number of films tailored to their interests.

Demand for Film Genres

The research highlighted specific genre preferences among cinema-goers. Approximately 55% of respondents indicated a desire for more action/adventure films, even with a solid lineup already available. Additionally, the appetite for more comedy films was voiced by 51% of participants, and 46% expressed a need for additional suspense/thriller options, signaling a gap in the current film offerings.

Global Insights and Innovation

Interestingly, the survey revealed that several international markets had outpaced the recovery of the U.S. domestic box office. This can partly be attributed to a lower dependency on Hollywood films, combined with a broader array of local productions. Other factors noted included minimal barriers to cinema attendance, such as the appeal of local theaters and general awareness of film schedules. Though these barriers are less significant, they present opportunities for improved marketing strategies and continued investment in cinema experiences.

The GCF's investments in the cinema experience, including premium large screens and diverse food and beverage options, have shown promising results, indicating that innovation remains a driving force for customer interest and expenditure. To further support the cinema industry's evolution, the GCF introduced a new resource platform, globalcinemafederation.com, designed to disseminate insights on cinema innovations and market trends.

Jane Hastings, the Chairperson of GCF, emphasized the importance of sharing global customer insights with the film community. She stated, "One of the goals for the GCF is to ensure global customer insights are shared with the film community so we can collectively better respond to customer demand. The clear message from our audience is that when there's a film they wish to see, they face no barriers in attending the cinema. Addressing this demand will likely boost attendance and frequency of visits. Furthermore, our focus on innovation in cinema experiences will bolster ticket price growth and contribute to achieving record-breaking box office figures globally."

Conclusion

As the cinema landscape continues to adapt to audience preferences and market conditions, the potential for growth remains robust. By aligning film releases with consumer desires and investing in innovative viewing experiences, the cinema industry is poised for a bright future, ready to set new records at the box office.

About GCF: The Global Cinema Federation aims to foster a healthy global cinema industry, representing about 65-70% of the global box office via an extensive network of exhibition companies and industry associations. For more information, visit GCF.