• by Jack Loechner , Staff Writer @mp_research, October 19, 2012

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.  

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:

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