Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office...
Transcript of Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office...
A u d i e n c e I n s i g h t s
Understanding the audiences
behind the box office results
for Event Cinema
Moviegoers Transactions
48.3 M 1.5 B
Connections
9.2 B
Historic Data Countries
8 yrs 59
Movie and Event Cinema Titles
7000+
M a r k e t
F o o t p r i n t
R e c a p To p 1 0
E v e n t C i n e m a P e r f o r m a n c e s
2 0 1 9 Y T D *
Cume Revenue £
1 Take That - Greatest Hits Live (Concert) 2,066,693
2 Andre Rieu's 2019 New Year Concert From Sydney (Concert) 1,933,752
3 All About Eve - NT Live 2019 (Theatre) 1,218,700
4 All My Sons - NT Live 2019 (Theatre) 1,019,261
5 Romeo And Juliet - ROH, London 2018/19 (Ballet) 717,505
6 Small Island - NT Live 2019 (Theatre) 708,443
7 La Traviata - ROH, London 2018/19 (Opera) 684,367
8 La Forza Del Destino - ROH, London 2018/19 (Opera) 660,088
9 Don Quixote - ROH, London 2018/19 (Ballet) 608,182
10 Love Yourself In Seoul - BTS World Tour 2019 (Concert) 570,633
Cume Revenue $
1 Bring The Soul: The Movie (Concert) 4,809,800
2 Bts World Tour Love Yourself In Seoul (Documentary) 3,941,914
3 Gone With The Wind 80th Anniversary (Classics) 2,200,000
4 TCM: The Wizard Of Oz 80th Anniversary (Classics) 2,104,547
5 Noah The Musical (Stage) 1,130,654
6 Kinky Boots The Musical (Stage) 1,006,632
7 Rush: Cinema Strangiato 2019 (Doc W/Concert) 948,537
8 Between Me And My Mind (Documentary) 776,813
9 Code Geass: Lelouch Of The Resurrection (Anime) 538,526
10 Andre Rieu's 2019 Maastricht Concert: Shall We Dance* (concert) 512,028
U K U S
* Excluding Fleabag
G e n d e r
A n a l y s i s
Female audience in the UK shows
an overall higher percentage
composition compared to the US
audiences for top performing
Event Cinema productions
0% 20% 40% 60% 80% 100%
Bring the Soul: The Movie
BTS World Tour: Love…
TCM Presents The Wizard…
TCM Presents Gone with…
Kinky Boots the Musical
Sight & Sound Presents:…
Code Geass: Lelouch of the…
RUSH: Cinema Strangiato…
Between Me and My Mind
NT: Fleabag
Female Male
0% 20% 40% 60% 80% 100%
Take That - Greatest Hits
BTS World Tour: Love…
NT Live: All About Eve
NT Live: All My Sons
Andre Rieu's New Year…
NT Live: Small Island
ROH Encore: La Forza Del…
ROH Encore: La Traviata
ROH Encore: Romeo and…
ROH Encore: Don Quixote
NT: Fleabag
Female Male
U K U S
A g e
A n a l y s i s
UK audiences over-index
in older age categories,
particularly with live
theatre events
Live concerts attract a
stronger audience under 25,
across both the USA and UK
0% 20% 40% 60% 80% 100%
Bring the Soul: The Movie
BTS World Tour: Love…
TCM Presents The Wizard…
TCM Presents Gone with…
Kinky Boots the Musical
Sight & Sound Presents:…
Code Geass: Lelouch of the…
RUSH: Cinema Strangiato…
Between Me and My Mind
NT Live: Fleabag
under 25 25-35 35-65 over 65
0% 20% 40% 60% 80% 100%
National Theatre Live:…
Take That - Greatest Hits
BTS World Tour: Love…
NT Live: All About Eve
NT Live: All My Sons
Andre Rieu's New Year…
NT Live: Small Island
ROH Encore: La Forza Del…
ROH Encore: La Traviata
ROH Encore: Romeo and…
ROH Encore: Don Quixote
under 25 25-35 35-55 over 55
U K U S
T i c k e t P u r c h a s e
H a b i t s
While most events attract pairs,
there is an over-representation of
solo ticket purchases across both
the US and UK for Event Cinema
releases.
While concerts are attracting group
audiences, National Theatre, Opera
and Anime productions are
drawing individual purchasers.
0% 20% 40% 60% 80% 100%
Bring the Soul: The Movie
BTS World Tour: Love…
TCM Presents The Wizard…
TCM Presents Gone with…
Kinky Boots the Musical
Sight & Sound Presents:…
Code Geass: Lelouch of the…
RUSH: Cinema Strangiato…
Between Me and My Mind
NT: Fleabag
1 Ticket 2 Tickets 3+ Tickets
0% 20% 40% 60% 80% 100%
Take That - Greatest Hits
BTS World Tour: Love…
NT Live: All About Eve
NT Live: All My Sons
Andre Rieu's New Year…
NT Live: Small Island
ROH Encore: La Forza Del…
ROH Encore: La Traviata
ROH Encore: Romeo and…
ROH Encore: Don Quixote
NT: Fleabag
1 Ticket 2 Tickets 3+ Tickets
U K U S
A u d i e n c e
F r e q u e n c y
UK audiences attract an overall higher
percentage of infrequent moviegoers
compared with the
US.
Frequent moviegoers seem
to be linked with Opera and
Live Theatre productions
0% 20% 40% 60% 80% 100%
Bring the Soul: The Movie
BTS World Tour: Love…
TCM Presents The Wizard…
TCM Presents Gone with…
Kinky Boots the Musical
Sight & Sound Presents:…
Code Geass: Lelouch of the…
RUSH: Cinema Strangiato…
Between Me and My Mind
NT: Fleabag
Frequent Occasional Infrequent
0% 20% 40% 60% 80% 100%
Take That - Greatest Hits
BTS World Tour: Love…
NT Live: All About Eve
NT Live: All My Sons
Andre Rieu's New Year…
NT Live: Small Island
ROH Encore: La Forza Del…
ROH Encore: La Traviata
ROH Encore: Romeo and…
ROH Encore: Don Quixote
NT: Fleabag
Frequent Occasional Infrequent
U K U S
U K A u d i e n c e O v e r l a p
BTS World Tour:
Love Yoursel f
In Seoul
Take That –
Greatest
Hits #1
Andre Rieu’s
New Year Concert
in Sydney #2
Nat iona l
Theatre L ive:
Fleabag
1 Burn The Stage: The Movie Mamma Mia: Here We Go Again! Downton Abbey NT Live: All About Eve
2 Bring The Soul: The Movie Bohemian Rhapsody Take That – Greatest Hits The Favourite
3 Avengers: Endgame Downton Abbey Fisherman’s Friends NT Live: All My Sons
4 Spider-man: Far From Home The Greatest Showman Finding Your Feet NT Live: Small Islands
5
Avengers:
Infinity War
Everybody’s Talking
About Jamie
Mamma Mia:
Here We Go Again!
Three Billboards Outside
Ebbing Missouri
Mainstream and musical lovers Discerning cinema-goers
Pop culture junkies
U S A u d i e n c e O v e r l a p
BTS World Tour:
Love Yoursel f In Seoul #1
Br ing
The Soul #2
Nat iona l Theatre
L ive: F leabag
1 Burn The Stage: The Movie BTS World Tour: Love Yourself In Seoul Colette
2 Bring The Soul: The Movie Burn The Stage: The Movie Phantom Thread
3 Avengers: Endgame Avengers: Endgame Dope
4 Avengers: Infinity War Avengers: Infinity War The Disaster Artist
5 Spider-man: Far From Home Black Panther If Beale Street Could Talk
Pop culture junkies Discerning cinema-goers
F o o d &
B e v e r a g e
S p e n d i n g
US audiences spend more
per admission across all
Event Cinema productions,
however this is most notable
in classic film productions
£0.00 £0.50 £1.00 £1.50
ROH Encore: La Forza Del…
NT Live: Small Island
ROH Encore: La Traviata
ROH Encore: Romeo and…
NT Live: All My Sons
ROH Encore: Don Quixote
NT Live: All About Eve
NT: Fleabag
Take That - Greatest Hits
Andre Rieu's New Year…
BTS World Tour: Love…
avg. spend
$0.00 $1.00 $2.00 $3.00 $4.00
TCM Presents Gone with…
RUSH: Cinema Strangiato…
TCM Presents The Wizard…
Code Geass: Lelouch of…
Kinky Boots the Musical
Bring the Soul: The Movie
BTS World Tour: Love…
Between Me and My Mind
André Rieu's 2019…
NT: Fleabag
Sight & Sound Presents:…
avg. spend
U K U S
B T S W o r l d To u rC o m p a r i s o n b y r e g i o n
UK US
Age: Under 25 62% 60%
Gender: Female 86% 82%
Frequency: Infrequent 76% 55%
Avg Food & Beverage Spending £0.04 $2.23
F l e a b a gC o m p a r i s o n b y r e g i o n
UK US
Age: Over 35 67% 73%
Gender: Female 68% 65%
Frequency: Infrequent 53% 25%
Avg Food & Beverage Spending £0.69 $0.91
U K V A L U E
Q u a d r a n t s
Freque
ncy
Food & Beverage Spending
High Freq. • High SpendHigh Freq. • Low Spend
Low Freq. • High SpendLow Freq. • Low Spend
• Rieu’s NY Concert in Sydney
• Take That – Greatest Hits
• BTS World Tour: Love Yourself In Seoul
• NT Live: All About Eve
• NT Live:
All My Sons
• NT Live:
Small Island
• ROH Encore:
La Traviata
• ROH Encore:
Romeo & Juliet
• ROH Encore:
Don Quixote
• ROH Encore:
La Forza…
U S V A L U E
Q u a d r a n t s
Freque
ncy
Food & Beverage Spending
High Freq. • High SpendHigh Freq. • Low Spend
Low Freq. • High SpendLow Freq. • Low Spend
• Sight and Sound Presents: Noah
• Between Me
and My Mind
• TCM Presents
The Wizard of Oz…
• Rush: Cinema
Strangiato 2019
• TCM Presents
Gone with
the Wind
• Kinky Boots –
The Musical
• Bring the Soul…
• BTS World Tour:
Love Yourself…
C o n c l u s i o n s
• The top performing event cinema productions are
attracting predominantly female audiences.
• The US has developed a stronger youth audience for
Event Cinema, events such
as the BTS world tour are helping.
• Theatre audiences (i.e. National Theatre) exhibit
more cross-over attendance with major theatrical
releases and are more frequent cinema-goers
overall.
• The US over-indexes in food and beverage spending,
with a direct correlation
between classic films and concessions habits.
• The live-theatre and opera market in the
UK is thriving.
• Brand association is potentially helping to foster
high-value audiences (e.g. ROH and TCM)
O p p o r t u n i t i e s
• Trends in audience value should continue
be tracked for each territory over time.
• Seeking out additional events that appeal
to high-value segments, building upon the brand
loyalty established.
• Introduce new, youth audiences to Event Cinema
and to cinema in general.
• Counter-programming opportunities through greater
understanding of audience make-up.
• Improved audience segmentation
for marketing and digital activation.
• Building new ‘rituals’ for event cinema audiences –
e.g. food and beverage as
part of the experience.
• Continued cross-territory sharing of
best practices and audience insights.
• Better understanding of the opportunity that exists
for your cinema and for your audience.