#Japan #Tokyo #Cross Marketing #Japan Cinema #Animation Movies

Recent Trends in Movie Viewership in Japan

Cross Marketing, a prominent marketing research company based in Shinjuku, Tokyo, conducted a detailed survey focusing on movie viewing habits among individuals aged between 20 and 69 across Japan. This study dives into various aspects such as preferred viewing methods, popular cinema types, ideal viewing durations, attractions of watching movies in theaters, and the genres audiences are eager to see.

Viewing Methods

According to the survey, the majority of respondents, 45.8%, indicated that they most often watch movies through television broadcasts, while 36.2% prefer going to cinemas. Interestingly, the inclination towards TV viewing tends to increase with age, particularly among those in their 50s and 60s, where nearly 60% lean towards television. Conversely, the younger demographics are more inclined towards visiting cinemas. This shift in preferences underscores a generational gap in viewing habits, with younger individuals gravitating towards the cinematic experience over at-home viewing.

Preferred Cinema Types

When it comes to the types of cinemas frequented, the results showed that a staggering 81.1% prefer multiplex cinemas, known as ‘シネコン’ or ‘Shineコン’. On the other hand, only about 7.5% opt for single-screen or mini-theaters, though 13.6% of individuals in their 20s show a preference for the latter. This trend highlights the engaging experience that multiplexes offer, characterized by diverse movie choices and superior amenities.

Ideal Viewing Duration

The survey also sought to determine what viewers consider the ideal movie duration. Respondents stated an ideal viewing time of approximately 1.84 hours for cinema visits and 1.76 hours for other formats. A common preference among the majority is the range of 1.5 to 2 hours, illustrating that audiences enjoy a concise yet fulfilling experience when engaging with films.

Attractiveness of Movie Theaters

When asked about why they prefer watching movies in theaters, respondents highlighted three main attractions: the impressive size of the screen, high-quality sound systems, and the immersive environment that allows for complete focus on the film. Notably, older viewers in their 50s and 60s place considerable emphasis on screen size and sound quality, indicating a preference for a premium viewing experience.

Genres in Demand

The genres that audiences are eager to see in theaters also varied by age group. Animation films are the most sought-after, with 28.5% of respondents listing them as their preferred genre. Japanese films followed closely with 26.4%, while 25.6% favored visually and acoustically impactful productions. Among the younger generations, animation reigns supreme, whereas older viewers show a liking for Japanese films, trending new releases, and international cinema.

Conclusion

The findings from this expansive survey reveal critical insights into the evolving landscape of movie viewing in Japan. As cinema offerings continue to diversify and technology advances, understanding the preferences of diverse age groups is essential for marketers and stakeholders in the industry. With the majority favoring a mix of thrilling animation and powerful Japanese storytelling, the future of cinema appears bright and varied.

For more detailed data and analytics, you can download the full report here.

About Cross Marketing

Founded on April 1, 2003, Cross Marketing is a leading marketing research firm specializing in comprehensive market insights and consultation. The company is headquartered at Tokyo Opera City Tower, 24th Floor, 3-20-2 Nishishinjuku, Shinjuku, Tokyo. For inquiries, please contact their marketing department.