CINEMA DELIVERS…

A UNIQUE FAMILY PROPOSITION

DCM.CO.UK

CINEMA HAS THE POWER TO… CREATE SPECIAL SOCIAL & BONDING OCCASIONS

It’s lovely thing for us to do as a family. It’s nice for us to do something we all enjoy doing”

- A social event

- Catalyst to ‘together time’

- Rare opportunity to bond

- Fuels word-of-mouth

Source notes: Medium of Cinema Qualitative ResearchCSA/SPA research. Feb 2005

“

FOR THEM... CINEMA IS A FUN FAMILY EVENT TO TREAT THEIR CHILDREN, A RARE CHANCE TO ESCAPE FROM THE DEMANDS OF EVERYDAY LIFE

1. Source : Touchpoints Superhub 3 2010 | Base : All 15+ Adults | Target : Those with children in household2. Source : FAME 2011 | Base : All 7+ Cinemagoers | Target : 7 – 11 year olds ; Those w/ children in HH

CINEMA: THE QUALITY BROADCAST CHANNEL

Average group size - Adults with children in

HH go in groups of 3.042

Quality time - 72% agree the cinema experience is better shared with family & friends1

Index 117

Appointment to view - 38% decide their film a

week before their cinema trip2

Index 104

30% agree their children influence which films they

see at the cinema1

Index 172

Family Outing - 43% go to the cinema to spend time with family / friends1

Index 129

Groups - 77% of 7-11 year olds go to the cinema with their parents & siblings2

Index 308

Average group size – 7 – 11 year olds go in groups of 3.612

Genre Index

Family 167

Animation 134

Teenage Comedy 123

THEIR TOP 3 FAVOURITE FILM GENRES ARE …

Source : FAME 2011 | Base : All 7+ CinemagoersTarget : 7 – 11 year olds or those w/ children in HH