Optimize Theatre Profits by Learning Which Demographics Enjoy Different Movie Genres
As a cinema owner you already know this business can be a tough one. With the increase in streaming services and rental kiosks like Redbox, it can be difficult to get patrons into the box office. Knowing which demographics enjoy specific genres can allow you to optimize operations, helping you to determine when to schedule showtimes, what discounts to offer, and more.
Thankfully, numerous studies have been conducted to analyze the varying demographics of moviegoers.
Latinos are the biggest group of theatre attendees in the U.S.
When it comes to theatre attendance, Latinos top the demographic charts. A 2013 report by the Motion Picture Association of America found that this group accounted for 32% of all frequent moviegoers, despite only accounting for 17% of the country’s total population (frequent moviegoers venture out to watch a movie once a month or more.)
But why do Latinos see more movies in the theatre than any other ethnic group? It might have to do with cultural norms, says the Nielson National Research Group. Culturally, this group sees going to the movies as an opportunity to spend some quality time with their families and friends. They also like to talk about what they’ve seen after the fact.
But, what genre does this group prefer? According to Nielson, they’re loving horror/thriller films, along with romantic comedies. What does this mean for showtimes and discounts? Theaters can schedule movies in these genres at optimal times, and offer family and group discounts on admission (and snacks) to draw these customers in.
Focus on the ages of frequent moviegoers to maximize ticket sales
People in certain age brackets tend to fall into the frequent moviegoer category more often than others. 18 to 24 year olds and 25 to 39 year olds topped the attendance charts in 2013. But, attendance levels for 2 to 11 year olds and 50 to 59 year olds are also on the rise.
How can a theatre owner maximize sales with this information? For the 18 to 24 year old bracket, offer more showings around college break times when students are likely to have freer schedules. Similarly, try scheduling weekday matinees for the 2 to 11 year old group during their school breaks so that their families can take them to see the latest kids’ movies.
You can’t go wrong with action and adventure
Across the board, moviegoers of all races and ethnicities love a good action and adventure flick. Once again, Nielson gives us some interesting insight into these data points: 61% of U.S. theatre attendees choose action and adventure films when they visit the theatre.
Use this data to influence how you run your cinema
Variety recently reported that 53% of would-be moviegoers are deterred by ever-rising ticket prices. That doesn’t mean you have to immediately lower ticket prices, though. The report quoted by Variety also found that 87% of patrons, across all demographics, would love to utilize a subscription plan where they pay a set fee to see a certain number of movies. Another option that respondents across every demographic liked was the ability to buy discounted seats at the last minute, which could be a helpful and innovative way to draw in more guests.
It’s clear that as long as there are good movies being released, consumers still want to see them on the big screen. To best use this data to fill more theatre seats, it’s helpful to identify the predominant demographics in your area, but don’t discount the notion of subscription services and last-minute discounts. Use this information to determine what movies to screen and when, and don’t be afraid to experiment.