Movie Attendance Study - WikiLeaks Research... · Movie Attendance Study 2007 Included in this...

Movie Attendance Study

2007

Included in this Report.......Summary 2Moviegoing 3Admissions 5Frequency 6Ethnicity 11

MPAA 2007 Movie Attendance Study2 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years

10.811.17.87.98.5

TotalPublic

Other Hispanic Caucasian African-American

Summary

© Solymosi Tamas | Dreamstime.com

Movie attendance dipped slightly in 2007From mid-July 2006 to mid-July 2007, there were 2% fewer moviegoers than in the same period the previous 12 months. This decrease was primarily led by two age groups - movie-goers 12-24 years old dropped 3% in 2007 while moviego-ers 25-39 fell by 7%. Market share among the age groups remained static.

Admissions remained stableThere were 1.47 billion U.S. admissions, led by ticket purchases among 12-24 year-olds who represent 38% of all admissions. Increases in ticket purchases by the two younger age groups (up 4% and 1%, respectively) was able to offset decreases among the two older age groups (down 7% and 2%, respectively).

Percent of Admissions by Age Group

Both moviegoing and admissions were split evenly between males and females.

Moviegoers went to the movies less frequentlyThere was a shift in market share toward those who go to the movies less than once per month. There were more occasional and non-moviegoers in 2007, while the pro-portion of those who go infrequently (once or fewer per year) did not change.

Average Admissions per Moviegoer by Ethnicity

Hispanic and Other moviegoers lead the wayThe average person saw 6.0 movies in the theater in 2007, while the average moviegoer went to 8.5 mov-ies. Hispanic and Other moviegoers continue to see more movies per person than Caucasian moviegoers, though Caucasians still represent the majority of all moviegoers with 65%.

A moviegoer is defined as a person who sees at least one movie in a theater in a twelve month period.A frequent moviegoer is defined as a person who sees at least one movie in a theater per month.

Other ethnicity could include Asian, Native American, multi-ethnic, etc.

12-2428%

40-5932%

25-3927%

60+13%

Percent of Moviegoers by Age Group

60+9%

25-3929%

40-5924% 12-24

38%

Percent of Frequent Moviegoers by Age Group

40-4917%

50-598%

60+8%

25-299%

30-3917%

12-2441%


Moviegoing172 million people went to the movies in 2007From the middle of 2006 to the middle of 2007, there were 2% fewer people at movie theaters than the year before. Those 172 million people bought 1.5 billion tickets. The average American went to 6 movies during that time period while the average moviegoer went to 8.5 movies. Both figures have remained constant over the past five years.

Admissions per Person & per Moviegoer

Total Moviegoers & Admissions(millions)

A moviegoer is defined as a person who goes to at least one movie in a theater in a twelve month period.

© Solymosi Tamas | Dreamstime.com

1,311 1,340 1,3391,406 1,421 1,470

1,4151,472 1,470

1,289

162 158 163 157166 168

179169

176 172

1,000

1,100

1,200

1,300

1,400

1,500

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007120

170

220

Admissions

Moviegoers

8.3 8.28.6 8.5 8.5

8.2 8.4 8.4 8.58.0

5.8 6.0 6.0 6.0 6.2 6.1 6.25.9 6.1 6.0

5.0

5.5

6.0

6.5

7.0

7.5

8.0

8.5

9.0

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

per Moviegoer

per Person

Admissions data is calculated from data sourced to Nielsen EDI and NATO.


MoviegoersTeens & college ages still dominateThere were 48 million teen and college aged moviego-ers, 47 million 25-39 year-old moviegoers, and 79 million moviegoers 40 and older in 2007.

Thirtysomethings and fortysomethings swapped for second place again in 2007, with three million more 40-49 year-olds than 30-39 year-olds going to movies in 2007.

Male Moviegoers by Age Group(millions)

2007 Total Moviegoers: 172 million | 2007 Total Admissions: 1.5 billion

Moviegoers by Age Group(millions)

Female Moviegoers by Age Group(millions)

24252525

24 24 2423

2726

2526

28 2827

89

89

10

5

10

15

2 0

2 5

3 0

2003 2004 2005 2006 2007

12-24

25-39

40-59

60+

2525

25

25

2324

26

2426

23

30282828

27

1213

1112

1010

12

14

16

18

2 0

2 2

2 4

2 6

2 8

3 0

2003 2004 2005 2006 2007

49 50 49 50 48

34

16 17 161716

35

31

33

31

34

32

33

3331

2124 2324

22222218

2118

10

15

20

25

30

35

40

45

50

55

2003 2004 2005 2006 2007

12-24

25-29

30-39

40-49

50-59

60+

© Andres Rodriguez | Dreamstime.com


Admissions

© Eric Brow | Dreamstime.com

Younger moviegoers bought more ticketsAlthough there was a relatively even number of moviegoers in the younger age groups in 2006 and 2007, those moviegoers bought more tickets in 2007. At the same time, the older age groups bought fewer tickets in 2007. There was a shift from tickets bought by females in the 12-24 age group to males of the same ages.

Male Admissions by Age Group(millions)


Admissions by Age Group(millions)

Female Admissions by Age Group(millions)

© David Philips | Dreamstime.com

246

273259

270272

172

211233

218185

184

206

188 179186

72 74 78 85 82

0

5 0

10 0

15 0

2 0 0

2 5 0

3 0 0

2003 2004 2005 2006 2007

567 567540 536 558

269

124125

202151149

265225

271239

223242214236193152 145

130135138134

13713413211850

150

250

350

450

550

650

2003 2004 2005 2006 2007

12-24

25-29

30-39

40-49

50-59

60+

293 295276

260

296

202

177

201212217191

180186151165

5558565948

0

5 0

10 0

15 0

2 0 0

2 5 0

3 0 0

3 5 0

2003 2004 2005 2006 2007

12-24

25-39

40-59

60+


Frequency

© Marcin Balcerzak | Dreamstime.com

People went to the movies less frequentlyThere were fewer people who go to the movies at least once a month as frequent moviegoers hit a 5-year low in 2007 with just 22% of the population.

2007 Total Frequent Moviegoers: 54 million | 2007 Total Admissions by Frequent Moviegoers: 1.1 billion

Frequency of Moviegoing

Admissions by Frequency

22%

28%

24%25%

28%

11%

34% 34%

37%35%36%

13%11% 12%

13%

27%

24%

29%

26%

29%

10%

15%

20%

25%

30%

35%

40%

2003 2004 2005 2006 2007

Frequent

Occasional

Infrequent

Never

Frequent = at least once per month (12x/year)Occasional = at least once in six months (2-11x/year)Infrequent = less than once in six months

78% 81% 82% 80% 77%

2% 2% 1% 2% 2%20% 17% 16% 18% 21%

0.10%

10.10%

20.10%

30.10%

40.10%

50.10%

60.10%

70.10%

80.10%

90.10%

100.10%

2003 2004 2005 2006 2007

Infrequent Occasional Frequent

Occasional moviegoers picked up the slackWith 37% of the U.S. population going to the movies at least twice a year, occasional moviegoers represented 21% of all movie tickets purchased - an all-time high.


41%42% 41%

36%

41%

23%

27% 26% 25%29%

26%

25% 25%24%25%

8%9%7%8%8%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

2003 2004 2005 2006 2007

12-24

25-39

40-59

60+

© Andrejs Pidjass | Dreamstime.com


Frequent Moviegoers by Age

Frequent = at least once per month (12x/year)

Younger Moviegoers go the most oftenMoviegoers 12-24 years old represent 41% of all those who go the to theater at least once a month.Among all teens, 43% of frequent moviegoers are 16 or 17, up from only 35% in 2006.

Frequent Teen Moviegoers by Age

Frequent Moviegoers

23% 26% 33% 28% 26%

45% 39% 31% 37%31%

32% 35% 36% 35% 43%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2003 2004 2005 2006 2007

16-17

14-15

12-13


12-2427%40-49

20%

50-5913%

60+13%

25-299%

30-3918%


Percent of Frequent Moviegoers by Age: 2007


Younger frequent moviegoers are disproportionate to the total population

Percent of Moviegoers by Age: 2007

Percent of Moviegoers by Age Group2005 2006 2007 Population

12-24 29% 28% 27% 22%25-29 10% 10% 9% 8%30-39 18% 19% 18% 16%40-49 19% 18% 20% 18%

50-59 13% 13% 13% 15%60+ 11% 12% 13% 20%

Percent of Frequent Moviegoers by Age Group2005 2006 2007

12-24 41% 36% 41%25-29 11% 11% 9%30-39 15% 18% 16%40-49 15% 15% 17%

50-59 10% 9% 8%60+ 7% 9% 8%

12-2442%

30-3916% 25-29

9%

60+8%

50-598%40-49

17%

Although 12-24 year-olds represent 22% of the total population in the United States, they represent 27% of all moviegoers and 41% of all frequent moviegoers.

© Aaron Kohr | Dreamstime.com


22%

29%

23%

27% 28%

24%

32%

26%

35%

32%

20% 20%

23%

18%

23%

15%

20%

25%

30%

35%

40%

2003 2004 2005 2006 2007

With Children (17 and younger) With Teenagers (12-17) No Children

© Pavel Losevsky | Dreamstime.com


Frequent Moviegoers by Household Composition


Parents and single moviegoers go the most oftenMoviegoers who live with children go to the movies more often than those without children in the home. Single moviegoers go more often than married movie-goers (Note: this does not take single parents into account).

Frequent Moviegoers by Marital Status

Does not include teen respondents

22%21%

19%

22%

17%

25%

28%

23%

30%

24%

15%

17%

19%

21%

23%

25%

27%

29%

31%

2003 2004 2005 2006 2007

Married Single


8% 6% 8% 6% 6%

11% 9% 10%7% 8%

13% 16% 12%11% 11%

18% 17% 20%20% 21%

50% 52% 50% 56% 54%

0.40%

10.40%

20.40%

30.40%

40.40%

50.40%

60.40%

70.40%

80.40%

90.40%

100.40%

2003 2004 2005 2006 2007

$50,000 and over

$35,000 to $49,999

$25,000 to $34,999

$15,000 to $24,999

Under $15,000

7% 6% 7% 4% 4%

11% 7% 10%7% 8%

14%14% 10%

9% 11%

16%17% 17%

23% 19%

52% 56% 56% 57% 58%

0.40%

10.40%

20.40%

30.40%

40.40%

50.40%

60.40%

70.40%

80.40%

90.40%

100.40%

2003 2004 2005 2006 2007

$50,000 and over

$35,000 to $49,999

$25,000 to $34,999

$15,000 to $24,999

Under $15,000



Income of Moviegoers

Most moviegoers make better than $50K per yearMost people who see at least one movie a year in the theater make $50,000 or more per year. Further, three-quarters of all moviegoers make at least $35,000 per year.

Income of Frequent Moviegoers

© max blain | Dreamstime.com

Frequent moviegoers also make better than $50K per yearThe household income makeup of those who see a movie in the theater at least once a month mirrors that of total moviegoers, with slightly more dependence on the $35K and over segments.In 2007, there was a shift towards those frequent moviegoers who make between $15K and $35K.


Admissions per Moviegoer by Ethnicity2003 2004 2005 2006 2007

Caucasian 7.8 7.5 7.8 7.8 7.9Hispanic 9.9 12.1 10.8 9.2 10.8African-American 9.8 6.6 8.6 10.0 7.8Other 9.1 9.4 8.1 9.7 11.1

Ethnicity

© Noriko Cooper | Dreamstime.com

Hispanics went to more movies in 2007With 8% more Hispanic moviegoers than in 2006, this group was responsible for buying 297 million tickets (up 24%) and 10.8 tickets per person (up 17%) in 2007. Despite a declining number of moviegoers and admissions, Caucasians still represent the largest group of moviegoers with 115 million people (67%).

Survey is conducted only in English


African-Americans dippedNot only were there fewer African-Americans that went to the movies in 2007, but they also bought fewer tickets and went to fewer movies each.

Other Ethnicities grewMoviegoers of various eth-nicities (i.e. Asian, multi-ethnic, Native American, etc.) went to more movies each than any other ethnicity, seeing 11.1 movies each in 2007.

Moviegoers by Ethnicity (millions)

2003 2004 2005 2006 2007Caucasian 118 127 113 120 115Hispanic 23 25 25 26 28African-American 20 22 21 20 19Other 9 9 10 10 10

Admissions by Ethnicity (millions)

2003 2004 2005 2006 2007Caucasian 918 942 879 936 909Hispanic 224 301 271 240 297African-American 199 143 181 195 150Other 90 84 84 101 115


Frequent = at least once per month (12x/year)Survey is conducted only in English


Ethnicity of Moviegoers

African-American moviegoers went to the theater less frequently in 2007Although there were fewer frequent moviegoers among all ethnicities, African-Americans are the only ones to lose market share, due to a 43% drop in the number of moviegoers.

Frequent Moviegoer Admissions by Ethnicity

© Noriko Cooper | Dreamstime.com

Frequent Moviegoers by Ethnicity

Ethnicity of Frequent Moviegoers2003 2004 2005 2006 2007

Caucasian 63% 66% 60% 63% 65%Hispanic 16% 20% 20% 17% 18%African-American 14% 10% 13% 13% 9%

Other 7% 5% 7% 7% 8%Caucasian

65%

African-American

9%Hispanic18%

Other8%

33%

36%

30%

36%30%

45%

55%

35%

44%

44%

31%26%

45%

36%

42%

42%

46%

38%39%

47%

2 5 %

3 0 %

3 5 %

4 0 %

4 5 %

5 0 %

5 5 %

6 0 %

2003 2004 2005 2006 2007

Caucasian

Hispanic

African-AmericanOther

74%80%

76%

81%

76%

87%

84% 83%

92%

81%

87%

71%

75%

84%

82% 81%

86% 86%

6 5 %

7 0 %

7 5 %

8 0 %

8 5 %

9 0 %

9 5 %

2003 2004 2005 2006 2007

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