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Nielsen Analytics, Movie Advisory Board
release "The Modern Movie Experience"

Nielsen Analytics, part of VNU's Media Measurement & Information division, and the Movie Advisory Board, a joint initiative between Nielsen Entertainment and MovieTickets.com, released The Modern Movie Experience, a new study that explores how shifting consumer behavior and digital technologies are affecting the theatrical film business. The analysis is the first in a series of reports from Nielsen Analytics examining "über-media consumers" - the most avid users of media on multiple platforms - and how they are driving change across the entertainment industry.

The analysis was based on a survey of more than 2,500 moviegoers nationwide. It concluded, not surprisingly, while recent declines in motion picture attendance are due largely to a perceived disconnect between the price moviegoers pay, both in money and time, and the value they derive, an equally important challenge to the movie industry comes from new forms of digital distribution.


Key findings include

* Despite concerns about the potential for new technologies to disrupt traditional business models, the primary reasons given by respondents for the drop in movie theater attendance all relate to a new equation of decision-making for the moviegoers. Paying attendees assess movie quality, price and the cost of their time as they decide whether to see a movie outside of the home.

* The more avid a moviegoer, the less of an impact experimentation with non-theatrical distribution platforms has on moviegoing; and conversely, the lighter the moviegoer the greater the impact.

* Moviegoers who attend films in a traditional theater setting more than five times a year were less likely to have downloaded, rented or bought a DVD or VOD than lighter moviegoers. However, moviegoers who attend films in a traditional theater setting more than five times a year rent more DVDs on an annual basis than lighter moviegoers.

Among those who said they attended fewer movies this year than last year, the top reasons given were that the quality of movies are disappointing, ticket and concession prices are too high, and most interestingly, their lifestyles have changed.

* All varieties of moviegoers appear to be willing to try and buy movies across multiple platforms; therefore the fine tuning of windows can have either a cannibalistic or expansive effect on revenues depending on each consumer's prior affinity for moviegoing.

* 53% of respondents said they would still go to the theater and not skip theatrical releases if a movie was released in theaters and on DVD simultaneously.

* Another 36% said they would skip theatrical releases altogether and rent the movie on DVD instead if a movie were released on both platforms simultaneously.

* 12% said they would go to the theater but not buy the DVD.

* Because of their lack of commitment to the in-theater movie experience, and lack of passion for moviegoing in and of itself relative to other age segments, younger movie consumers (18-24) possess the greatest threat to the exhibition community and the greatest opportunity for those involved in emerging platforms of film consumption.




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