Sociology of Audiences New Technologies New Audiences

1
Sociology of AudiencesNew Technologies New
Audiences?

• by Elizabeth Prommer
• University for Film and Television Potsdam Germany

2
Sociology of Audiences

• Content
• What do we know about cinema audiences?
• Cinema Audience in Europe
• Case study Comparison General and Independent
  (Art) Cinema Audiences in Germany
• Internet and Movie Attendance
• Cinema Audience in 21. Century Silver / Best Age
• New Technologies New Audiences?

3
Statistics

• Available Statistics
• Box Office Nielsen EDI, IMBD,
  www.boxoffivemojo.com
• Structural Data EU-Research (Media Program)
• European Cinema Yearbook
• Box office, Screens, Screens by population etc.
• Germany Regular Panel Data about audiences (GfK)
• Data for Advertising bookings (Media Analyse in
  Germany, Screen Digest in UK, US)
• Film-Institutions in every country, FFA, BFC etc.
• University Research e.g. Philippe Meers in
  Antwerp, Prommer in Potsdam
• No good data about cinema audiences in Europe for
  comparisons
• Examples Definition of Art-Cinema varies

4
(No Transcript)
5

• European Cinema Audiences

6
Box office 5,2 Billion
over 5 Billion
7
Admissions
8
Example Average Cinema Visits per
capita European Cinema Yearbook
9

• All Screens in Europe

10
Art Cinema Screens EU

• 
  Art Cinema

Data varies, not accurate Definition of Art
varies in Germany 12 share in CH about 12
share in UK less than 5 share in France 50
!!!!! share
11
Art Cinema Audiences

• Case study Germany
• Comparison Art Cinema and General audiences
• Reason Germany Data for Art Cinema Audiences is
  available trough FFA

12
Socio-Structure of Audiences

• Art Audience 2007
• Gender more females 54
• more Education
• 57 High School (13 yrs) or University
• less students
• more singles
• more older singles
• income same 49 over2250
• older!!!

• General Audience 2007
• Gender 50 to 50
• less education
• 51 High School (13yrs) or University
• more students
• more families
• income same 50 over2250
• younger!!

13
Age Art vs. General 2007
14
Cinema Attendance

• Art Cinema Audience
• no difference in days of the weeks, all prefer
  Tuesday, Friday, Saturday at 8 pm
• go more often alone or with partner
• reserve less tickets82 do not reserve
• spend less money on popcorn, food

• General Audience
• no difference in days of the weeks all prefer
  Tuesday, Friday, Saturday
• at 8 pm
• go with friends, seldom alone
• 13 reserve online 73 do not reserve
• spend more on popcorn and food

15
Frequency Attendance per year
16
Motives for Attendance

• Why did you choose to see this film? Because
  of
• No differences in most motivesSame for
• Special Effects
• Availability of Cinema
• Film is topic of discussion
• Actors
• My company / friends wanted to see it
• To do something with friends / Go out

17
Source of Awareness
18
Source of Awareness

• What was your source of awareness to this film?
• No differences in many sources
• Same for
• Radio Advertising and Reports (9)
• TV Reports (6)
• Print Advertising (5)
• Posters (6)
• Internet (4 in 2007) (2002 2 )

19
Internet

• Internet as information platform

20
HFF Internet Study 2002

• 292 movie attendees in Berlin 2002
• Difference between source of awareness and
  information
• Concentration on internet as source
• What do they look at in the internet?

21
Movie Choice and Internet

•  

22
Internet
23
21. Century

• Cinema Audience in 21.Century

24
Trend in Europe Change

• Official German statistics show
• Changing Cinema Audience in Germany
• Cinema Audience is getting older
• The over 60 years old have doubled in past 5
  years from 4 to 8
• The younger generation is in decline
• Same happens in UK and France (Screen Digest.
  British Film Council)
• Australia

25
The Change Germany
50 under 29
50 over 30
26
Australia
Aging!!
27
Reason

• Change in age structures in western societies
• Less younger, more older people
• Next 10 yrs 47 over 50 years
• Those older People are still active, wealthy
  and outgoing (Silverliners, Best Agers )
• They have a different movie taste
• Baby-Boomers and Best Agers like political or
  literary drama

28
Drama
Comedy
29
(No Transcript)
30
The Taste of Age

• Films with an older audience (FFA)
• Over proportion older than 50 years
• Das Leben der Anderen / The Life of Others
• 33 over 60 yrs. (average 8)
• 16 50-59 yrs. (average (8)
• 16 40-49 yrs. (average 15)
• 14 30-39 yrs. (average 19)
• 14 20-29 yrs. (average 27)
• 7 10-19 yrs. (average 23)
• Drama plays in former East Germany

31
The Taste of Age

• Films with an older audience (FFA) over 50 yrs.
• Kalender Girls (37)
• The children of Monsieur Mathieu (43)
• Der Untergang /The Downfall Hitler and the End
  of the Third Reich (30)
• Die weiße Massai (41 )
• Die Reise der Pinguine (45 )
• Alles auf Zucker (55 )
• Children Movies (26)

32
Same tendency in UK
33
The younger ones liked
34
New Technologies New Audiences?

• New Audiences or older audiences?
• Art Audience and Age
• Age and Taste
• Age and Internet