Messaging Moviegoers

by Jack Loechner, Oct 19, 2012, 6:15 AM

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According to a new study by the Ipsos Motion Picture Group, moviegoers (those who see 6+ movies in a year) drive “buzz.”  While non-moviegoers read posts (83%) at least a few times a week, reply to comments (62%), comment on someone else's posts/comments (60%);  they don't seek out information or drive buzz to the levels of moviegoers.  

Influence of Movie Buzz
Buzz	% of Respondents Positively Influenced
Someone want to see it with you	71%
Someone known recommends it	69
Looking at review aggregate scores	62
Friend sends ad/trailer/commercial	60
Seeing eye catching ad	58
Looking at review aggregate sites	52
Reading positive review from “average person”	48
Hearing from trusted “expert”	47
See ads, articles, stories everywhere	46
Reading positive review from “critic”	45
Source: Ipsos MPG, October 2012

Moviegoers watch trailers/commercials for movies (43%) and the post about content (37%) several times a week or more. Moviegoers create three types of buzz: Discovery, Commentary, Planning. Posts are primarily positive and 85% post when they are really excited about something. 

• 20% post about Discovery of upcoming content, 54% read and like these posts, 19% ignore them
• 21% post Commentary about upcoming content, 52% read and like these posts, 20% ignore them 
• 25% post Commentary about available content, 52% read and like these posts, 20% ignore them. 

Buzz isn't just the amount of conversation or even the amount of positive or negative conversation, it remains what it has always been: If someone they know and trust recommends it and if those people are going and invite them, they will go. 

Though the amount of posts/buzz and there being a lot of positive comments online are the least influential on movinggoing decisions, the real drivers of moviegoing are:

• Having someone to go with (71%)
• Having someone recommend a movie (69%)  

Non-moviegoers are more likely to depend on having someone to go with, or someone recommend it to them:

“If someone I know wants to see it with me, I’ll go”           

• Nonmoviegoers   77%
• Moviegoers   63%

“If someone known to me recommends it, I’ll go”

• Nonmoviegoers   72%
• Moviegoers   64%

Finally, the study summarizes the respondents’ preferred methods of communication:

Preferred Communication
	Segment
Method	Family	Friends	Co-workers	Others
Online
Social networks	6%	17%	11%	27%
Email	5	6	24	20
Other online	1	1	11	15
Non-Online
Face-to-face	53	34	29	13
Phone	23	10	12	9
Texts	12	32	112	16
Source: Ipsos MPG, October 2012

For more information about Ipsos MediaCT’s Worldwide Motion Picture Group (MPG), please contact them through this agency.

           

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