CINEMA AUDIENCE · Cinema is a great complement to TV & online video campaigns providing a more...

CINEMA AUDIENCE

1. 1. GB TGI Q4 20192. 2. CAA Coverage & Frequency 2018. % = share of Industry admissions. 7-44 year olds

3. 3. comScore admissions by region by contractor. Q1-Q3 2019.

OUR CORE AUDIENCES

77%64% 51%

ABC12 Female1

79% 23%Under 452 London3

OF THE UK POPULATION ARE CINEMAGOERS1

CINEMA PROFILES YOUNGER AND MORE UPMARKET VS. TV & ONLINE VIDEO

Source: GB TGI Q1 2019. Target: ‘Been to the cinema in the last week’ / ‘Channels watched in the last week’ / YouTube & Facebook = Used in last month

Cinema is a great complement to TV & online video campaigns providing a more affluent, younger skewing audience

Cinema

ITV1ITV2ITVbe

Channel 4E4

Film4 Channel 5

Sky 1

Sky Atlantic

Sky Cinema

Sky Sports

More4

ITV4

ITV3

Sky ArtsFacebook

YouTube

45

50

55

60

65

70

30 35 40 45 50 55

% o

f aud

ienc

e w

ho a

re A

BC1

Average Age

YOU CAN FIND THE ‘NETFLIX AUDIENCE’ IN CINEMA93% of Netflix users are cinemagoers – and they’re 45% more likely than average UK adult to be a heavy cinemagoer.

Source: GB TGI Q1 2019

Visited the cinema (in last 4 weeks)

Used Netflix (in last 4 weeks)

Male 51% 48%

Female 49% 52%

ABC1 66% 64%

Children in HH 36% 36%

Main Shopper 59% 56%

Average age 41 37

The profiles of regular cinemagoers and Netflix users are very similar:

STREAMING SERVICES DON’T DIMINISH PASSION FOR CINEMAGOINGThe more streaming services used (e.g. Netflix, Prime, Now TV) the more likely people are to also be heavy cinemagoers

Source: GB TGI Q1 2019

1 SVOD service used 2 SVOD services used 3 SVOD services used

Heavy cinemagoing (at least once a month)Index vs average UK adult

129

165

228

Source: DCM Admissions & CAA Film Monitor.Top 30 Films from each year based on DCM admissions

THE TOP 30 FILMS HAVE BEEN DELIVERING MORE 16-34S Over the last three years the biggest films at DCM cinemas have been delivering a greater volume of 16-34 admissions

34.2m

37.6m38.2m

2016 2017 2018

16-34 Admissions

Source: DCM Admissions & CAA Film Monitor. Based on top 75 films (CY DCM admissions) with CAA Film Monitor profiles from each year

Films included equate to c.85% of each year’s DCM admissions

16-34 DCM ADMISSIONS HAVE BEEN GROWING YOY Over the last three years 16-34 admissions have been growing across the DCM estate, with the top 75 releases delivering 54m 16-34 admissions in 2018

50.9m

52.9m54.1m

2016 2017 2018

16-34 Admissions

Source: Comscore

CINEMA’S UPWEIGHTS KEY PERIODS ACROSS THE YEAR

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

January February March April May June July August September October November December

2019 2018 2017

New Year & Half-term Easter

Summer holidaysChristmas

Half-term

Source: DCM Admissions, 2019

WHEN DO PEOPLE GO TO THE CINEMA?Cinema delivers a strong presence for brands on weekends when 44% of weekly DCM admissions are delivered

10%11%

10% 10%

15%

24%

20%

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

% of DCM admissions delivered by day

Source: FAME 2018. Day to visit the cinema most often.

CINEMA IS OFTEN A WEEKEND TREAT FOR 16-34SThe 16-34 audience are more likely to attend the cinema at peak weekend times (Friday and Saturday) than the average cinemagoer.

6%

13%15%

9%

18%

30%

9%7%

11% 12%

7%

22%

35%

7%

0%

5%

10%

15%

20%

25%

30%

35%

40%


All adults 16-34 adults

Source: FAME 2018. Day to visit the cinema most often.

CINEMA IS OFTEN A MIDWEEK TREAT FOR 50+ AUDIENCEThe older audience are more likely to avoid peak times (Friday and Saturday) and prefer midweek visits (Tuesday & Wednesday)

6%

13%

15%

9%

18%

30%

9%

6%

18%

23%

13%14%

19%

9%

0%

5%

10%

15%

20%

25%

30%

35%


All adults 50+ adults

Source: IPA TouchPoints 2018 & DCM Campaign Management (based on 2018 admissions)

CINEMA NATURALLY UPWEIGHTS RETAIL DAYSHowever it is possible to further skew this by planning by day of week

13% 13% 13% 13%

16%

20%

12%

10%11%

12%11%

15%

23%

18%


Shopping/Purchasing (% of weekly shopping hours) Average cinema admissions delivery

Source: IPA TouchPoints 2018. Average weekday & average weekend day. % share of total time spent by participants.

WHAT TIME DO PEOPLE GO TO THE CINEMA?Weekend visits start earlier, while weekday visits begin to build from 5pm and peak between 8-9pm

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

09:00-09:30

09:30-10:00

10:00-10:30

10:30-11:00

11:00-11:30

11:30-12:00

12:00-12:30

12:30-13:00

13:00-13:30

13:30-14:00

14:00-14:30

14:30-15:00

15:00-15:30

15:30-16:00

16:00-16:30

16:30-17:00

17:00-17:30

17:30-18:00

18:00-18:30

18:30-19:00

19:00-19:30

19:30-20:00

20:00-20:30

20:30-21:00

21:00-21:30

21:30-22:00

22:00-22:30

22:30-23:00

23:00-23:30

23:30-00:00

% S

hare

of T

otal

Tim

e Sp

ent b

y pa

rtici

pant

s

Mon-Fri Sat-Sun

THE CINEWORLD AUDIENCE

DemographicsYounger-skewing ABC1 audience

LifestyleTech savvy and early adopters

Media habitsSubscriptions & broad entertainment channels

Regular Cineworld cinemagoer

Average UK adult profile

15-34 40% 31%35-54 38% 33%55+ 22% 37%

ABC1 60% 55%> £35k 52% 39%

I make sure I have the most up-to-date mobile on the market

(Index: 146)

I like to buy new gadgets & appliances

(Index: 112)

Currently own a smart home speaker, smart watch or 4K TV

(Index: 144)

Source: IPA TouchPoints 2018 & TGICineworld = Cinema most visited often

Index vs. average UK adult

THE ODEON AUDIENCE

DemographicsYounger skewing ABC1 audience

LifestyleBusy lives but ad/brand-receptive

Media habitsBroad, mainstream entertainment tastes

Source: IPA TouchPoints 2018 & TGIOdeon = Cinema most visited often


Regular Odeon cinemagoer


15-34 40% 31%35-54 35% 33%55+ 24% 37%

ABC1 58% 55%> £35k 44% 39%

“Always on the go”(Index: 118)

Celebrities influence my purchase decisions

(Index: 118)

“Ad Impressionable”(Index: 122)

THE VUE AUDIENCE

DemographicsYounger skewing, affluent audience

LifestyleLove variety & are big entertainment fans

Media habitsSeeking entertainment & quality

Source: IPA TouchPoints 2018 & TGIVue = visited in last 12 months


Regular Vue cinemagoer


15-34 41% 31%35-54 36% 33%55+ 24% 37%

ABC1 59% 55%> £35k 44% 39%

I have a keen sense of adventure

(Index: 120)

Entertainment & Media conversation catalysts

(Index: 167)

Watch streams of Esports/gaming

(Index: 158)

THE CURZON AUDIENCE

DemographicsCurzon attracts an affluent AB audience

LifestyleHeritage and quality are key choice drivers

Media habitsEnjoy a range of premium media outlets

Source: IPA TouchPoints 2018 & TGICurzon = Cinema most visited often


Regular Curzon cinemagoer


25-34 27% 17%35-54 29% 33%55+ 32% 37%AB 51% 27%

> £55k 45% 19%

It’s important to me know how products & services I buy are

sourced and made (Index: 139)

I am trying to buy more fair trade products

(Index: 152)

I prefer to eat organic food (Index: 212)

THE PICTUREHOUSE AUDIENCE

DemographicsA highly affluent younger-skewing audience

LifestyleDiscerning and engaged

Media habitsSeeking interesting & premium content

Source: IPA TouchPoints 2018 & TGIPicturehouse = Cinema most visited often


Regular Picturehouse cinemagoer


15-34 47% 31%35-54 29% 33%55+ 24% 37%

ABC1 76% 55%> £55k 39% 19%

It’s important to me know how products & services I buy are

sourced and made (Index: 152)

I am prepared to make lifestyle compromises to benefit the

environment(Index: 119)

Have visited art gallery, museum or theatre in last 12 months

(Index: 136)

ETHICAL AND PROGRESSIVE MINDSET Cinemagoers and those that visit once a month or more both over index for having a progressive mindset and believing it is important companies act in the correct way.

Source: TGI Q4 2019. Index vs. average UK adult. *Heavy cinemagoers – visit once a month or more. DA/TA with statements.

8477 78

105 107 106108

132

161

0

20

40

60

80

100

120

140

160

180

'I think we should strive for equality for all' 'I like to buy products from companies which givesomething back to society'

'I only buy products from companies whoseethics I agree with'

Agree with the statements below… (index vs. average UK adult)

Non-Cinemagoers Cinemagoers Heavy Cinemagoers*

Index line 100

ENVIRONMENTALLY CONSCIOUS AND CHARITABLE Cinemagoers and those to visit once a month or more both over index for being environmentally conscious and charitable

Source: TGI Q4 2019. Index vs. average UK adult. *Heavy cinemagoers – visit once a month or more. DA/TA with statements.

78 75 76

106 107 107

125 124118

0

20

40

60

80

100

120

140

160

180

'I am prepared to make lifestyle compromises to benefitthe environment'

'I tend to use a refillable water bottle most days' 'I would be willing to volunteer my time for a good cause'

Agree with the statements below… (index vs average UK adult)

Non-Cinemagoers Cinemagoers Heavy Cinemagoers*

Index line 100

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