Criteria for selection of films for cinema viewing

We continue to publish a series of sociological articles, of which you can get information about the relative effectiveness of sources of data on box office updates, ranking the most favorite home movies, genre preferences and dislikes of visitors cinemas and much more. The second article of the cycle - "Criteria for selection of films for cinema viewing."

 

Perhaps the most important task is to find the box office its audience and bringing it to view kinoprodukta. In other words, the task is to ensure that the qualitative characteristics of the new film the viewer interested and brought him to the cinema. The solution to this problem involved in research and marketing company, as well as creative agencies. As a rule, marketing support vector sets of the film "creatives" and adjusts it to a particular stage. The movie - a specific communicative product message. To ensure that this message has reached the recipient in the face of cinema-goer, you want to search for more effective communication channels to promote the film. They may be advertising the movie on TV, theatrical trailers, outdoor advertising (Outdoor), posters in the cinema and outdoor advertising spots on radio, online advertising, periodicals and other sources of information. A key factor in choosing one or another channel of communication is directly targeted at specific kinoauditoriyu, or rather, a certain core classroom.

 

These are widely used in classroom studies can describe the features of theatrical kinosmotreniya as leisure practice popular among Russians for example, not only in Moscow and St. Petersburg, but also many other Russian cities (Ekaterinburg, Pskov, Novosibirsk, Nizhny Novgorod, Perm, Samara, Ulyanovsk, Irkutsk, Krasnoyarsk and Petropavlovsk-Kamchatsky, Krasnodar, Voronezh).

 

First we need to consider the socio-demographic characteristics of the audience Russian cinemas. And if on the floor in kinoposeschenii noticeable differences are not revealed, then the age is still a leader of youth groups, though noticeable trend towards maturing audience. In the studies used the classification adopted by the following age groups within the youth: "18", "18-24", "25-34", "35 plus". This classification covers the most active part of kinoauditorii. Studies show that young people age 18 to 24 years are a major consumer core. This feature kinoauditorii characteristic for all the cities in this study. However, Moscow kinoauditoriya, in particular, is also characterized by considerable activity among young people aged under 18 (31%), compared with the predominant group of young people aged 18-24 years (44%). Data from other cities show a much higher percentage of young people (they can be called "young adult") age 25-34 years compared to Moscow, for example, in Krasnoyarsk (40%) and Ulyanovsk (32%), reflecting a trend of rising interest Young people over 30 years of institutionalized kinosmotreniyu as a possible form of their leisure time. It is also worth noting that for many young people in this age group theatrical watching movies is a form of family entertainment, while for the young, the age group "18 years" and "18-24", theatrical kinosmotrenie, the data show  Flick Boom research is a form of group entertainment.

 

In particular, these studies covering the audience for the youngest visitors of the Moscow theater, namely, young people aged 11-17 years show that the most preferable for this part is kinoauditorii Movies in the company of friends (57.43%). It was also clarified that the decision to spend their leisure time, devoting his theatrical film, is very spontaneous, because the respondents said that if they are in the company (and it does not matter, friends, relatives or loved ones), the initiator of Movies Satellites can be either the respondent or respondents themselves (77.23%). At the same time, these same studies show that young people in most cases, pre-selected film for viewing in the cinema (54.46%). This is also confirmed by the answers to the question of whether they deliberately chose Recently viewed films in the cinema: the prevailing majority of the respondents chose the film for viewing in advance, before the arrival of the cinema (65.35%), significantly fewer young people undecided movie to watch, directly in the cinema, buying tickets for a session (20.79%).