Google, MarketCast Release Study Further Tying Filmgoers, Internet
According to a new study released by Google and movie industry researcher MarketCast, moviegoers usually hear about upcoming films through TV advertising, word-of-mouth, or trailers. And of the 49% who then do additional research on a film, 70% jump on the internet, usually to search engines like Google. That high percentage applied to all users, not just those in a specific demographic.
“These are activist consumers, for whom the decision to see a movie is not made in a snap,” said MarketCast general manager Henry Shapiro in a statement. “Trailers and TV ads aren’t enough for them. They want to know more, they want to make comparisons and do additional research; and they’re using the Internet to satisfy their information needs on a proactive basis.”
The study examined 2,100 participants between the ages of 13 and 49. It also found that more than half of all moviegoers research theater locations and show times online. Those who like to research their movies before they see them are four times more likely to first hear about a new movie online, and more than a third of them say that information found on the Internet plays a significant part in determining whether they’ll go see a movie or not.
“This research, and the waves to follow, are meant to serve as a fact-based framework to help the studios set marketing strategy and allocate resources. This year’s research shows that the Internet is hugely influential for many moviegoers, so it certainly bears monitoring and being informed,” added Shapiro.
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