One million Australians 14+ see arthouse or foreign language movies at the cinema—but they still go to mainstream movies too, Roy Morgan Research cinema attendance data shows.
58% of arthouse-foreign film-goers saw just one such film in an average three month period last year, while 30% saw two or three, and the remaining 12% saw four or more. Overall, at an average of two such films each per quarter, it adds up to a total of eight arthouse/foreign films over the year.
But it’s not like these cineastes don’t enjoy the odd popcorn entertainment too: arthouse movie audiences also saw an average of 14 films at cinemas in 2015 (3.5 per quarter on average)—which therefore includes six mainstream movies. Meanwhile the other 8.4 million cinema-goers (those who don’t see any arthouse or foreign language movies in a three-month period) only averaged nine movies each over the course of the year.
Number of Arthouse and Mainstream Movies Seen at the Cinema
Source: Roy Morgan Single Source Australia, January – December 2015, sample n = 50,276 Australians 14+
Michele Levine, CEO – Roy Morgan Research, says:
“Just under half of Australians go to the cinema at all in an average three month period—but only around 1 in 10 cinema-goers include any arthouse or foreign-language movies in the mix.
“Arthouse film buffs are a premium market for certain advertisers, not just because of their higher incomes, greater discretionary expenditure and increased retail visitation habits, but because their atypical taste in entertainment makes many of them, by definition, more difficult to reach via mainstream media, especially commercial TV and radio.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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