Audience research is any communication research that is conducted on specific audiences to gather information about their attitudes, interests, preferences or behaviour.
BFI
The BFI (British Film Institute) carry out polls for all the films they support through their distribution fund. Exit polls are a certainty for major releases these days but they are much less for smaller lower budget independent films. In these polls, they will ask cinema goers things about themselves and ultimately what motivates them to go and see a film. Exit poll researchers film distribution companies improve the way they distribute and market their film, which may lead to bigger and more audiences that are satisfied.
Vertigo
Looking at the exit from the film 71 it shows that one of the most popular reasons people went to go and see the film was because the film had very good reviews. You could use the technique when organising an event for vertigo, you can maybe include a quote from a film critic on the poster, this would give people a good enough reason to go and see the film. Another reason why people go and see a film is for the stars, for example in the film Locke one the baits for the audience to go and see the film was Tom Hardy, he attracted 49% of the audience, the male audience for the film was 53% and the female closely behind with 47%, the reason I think the genders are so closely split is because the male side sees Tom Hardy as an aspiring lead character and the female side see Hardy as an attractive character. The reason why people would have gone the see vertigo at the time was because it featured 2 of the biggest films stars at the time.
Brief Encounter
Looking at The Sound Of Music Exit Poll one of the reasons people wanted to see the film was because Julie Andrews was starring in it, which at the time was a very well known actor, it is the same story for Brief Encounter because it stars Celia Johnson and Trevor Howard which was a big selling point for people going to see it at the time. 18% of people went to go and see The Sound Of Music for the genre so again with Brief Encounter, it is a romance and drama which usually audiences will like but pro dominantly will be a female audience.
FAME
FAME is the cinemas main marketing tool for analysing film viewing, it was launched in 2007 and replaced the industry’s old currency CAVIAR.
FAME covers all aspects of film consumption – the experience of cinema, DVD, on-demand, trailers, advertising, reviews, 3D, digital, information sourcing, social media, piracy and more.
The FAME survey is targeted at people who have only been to the cinemas in the last 6 months, this ensures that everyone that takes part in the survey has had cinema experiences. With each survey having a sample size of 3,300 respondents, FAME is able to provide in-depth insight into the behaviour of both adults and children.
This would help a pop-up cinema event because it would give knowledge about the people who are going to the cinema on a regular basis, it would also help you target different age groups. This would give you an idea of what people are expecting who go to the cinema on a regular basis.
MINTEL
MINTEL is the world’s leading market intelligence, they do a wide range of primary research that they themselves carry out. One of their techniques is creating a data series they can assess over the long term so they can then track trends and forecast the future, in addition to that they also do Q&As, in-store activation assessments, claim reviews and product audits.
This could help a pop-up cinema because they do market research so knowing what people want will help but they also do their own primary research by doing Q&A’s because then they get answers that aren’t of a majority and it would help a pop-up cinema to cater for as many people as possible.
Dodona
Their core activity is researching development in cinema markets across the Americas, Asia-Pacific and Europe, following growth in the multiplex sector, the penetration of the new cinema technologies, and tracking and forecasting cinema admissions, ticket prices and box office.They study film industries to evaluate how far the future stream of product from Hollywood and elsewhere can support growth in the cinema sector.
This might be helpful to a pop-up cinema because Dodona research ticket prices etc, so the-the pop-up cinema would be able to see what the average price for a ticket is.
Office For National Statistics
The ONS for audience research do reports and statistical bulletins with all kinds of information. The Office has over 650 different statistical releases, it shows what people with an age range of 16-65+ take part in.
This would help a pop-up cinema because it would be helpful to know what activities you could put on either before or after the film, this would stick to social trends at the time so therefore it would attract people of a younger age.
Arts Council/Target Group Index
Target Group Index (TGI) collects information from a representative sample of around 25,000 adults in England, Wales and Scotland annually.
The survey asks people about a wide range of consumer habits and preferences, in recent years it has included the frequency of what people attend other art forms like opera, theatre, opera, ballet, contemporary dance, pop/rock and jazz.
This would help the pop-up cinema because you would gain knowledge of what audiences like to consumers and what their preferences are for the content they are watching.
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