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16 May 2018

Ireland has the highest per capita visits to the cinema in the EU

Irish people love going to the cinema! They will travel 9.2 kilometres on average to see a movie on the big screen and spend €16.81 while they are there. Ireland has the highest per capita visits to the cinema in the EU at 3.4 compared to the EU average of 1.7!

Wide Eye Media launched FAME, the Film Audience Measurement and Evaluation research, an in-depth look at Irish cinema goers in Movies@Dundrum on Wednesday 16th May 2018 at their Upfront H2 2018. The research involved a survey of almost 1,700 cinema goers across the Republic of Ireland, to examine their cinema habits, attitudes and motivations.

69% of respondents agreed that there is no better place to watch films than the cinema

Frequency of attending the cinema is high. 45% of all respondents who had been to the cinema in the past 6 months were heavy cinema goers going at least once a month. A massive 69% of respondents agreed that there is no better place to watch films than the cinema. While 75% of heavy online streamers agreed that seeing a film in a movie theatre gives you a unique experience that online streaming services cannot match.

Online streaming services are complementing cinema rather than killing it. The FAME research found that heavy online film streamers were more likely to be heavy cinema goers (53%) than those who don’t stream films online (34%).

Eoin Wrixon, CEO of Wide Eye Media said ‘Although we are devoted to devices, bigger is better when it comes to our screens. As our world becomes more and more digital, there is a growing trend, especially among those with children, towards placing value on experiences rather than material things. The cinema experience is universally cherished. Everyone remembers their first trip to the movies.’

Millennial Men most likely to go to the cinema with friends while Millennial Women most likely to go on a date

The cinema is very much a shared experience, 99% of those surveyed went with at least one other person to the cinema. 1 in 3 people go with their partners, while 44% of 35-44 year olds last went to the cinema with their child. Millennial Men are most likely to go to the cinema for a get together with friends, while Millennial Women are the most common group to go the cinema on a date. Film choice is an important driver but the activity itself is also key. The majority went to the cinema to watch a specific movie but 27% went just for a ‘treat’.

Ads & trailers are an important part of the cinema experience

It’s not just the films themselves that the cinema goers are there to see. 50% of respondents said they consider the ads and trailers to be an important part of the cinema experience. 94% watch the ads before the film, with 3 in 10 stating they are always seated before anything is shown on screen. 76% don’t check their phone after they initially sit down.

As cinema captivates audiences like no other medium, it is one of the best places to engage with brands. Cinema makes people feel happy, excited, attentive and significantly less distracted, tired, bored and frustrated. Respondents agreed they were 52% more engaged, 75% more attentive and 283% happier when sitting in the cinema as opposed to watching TV. They agreed they were 207% more excited sitting in the cinema than when using the internet and 38% more engaged than when reading a newspaper or magazine.

81% are less distracted watching ads in cinema than elsewhere

The FAME research also found that people are very positive about adverts at the cinema. 81% agreed they were less distracted watching ads than elsewhere. 64% agreed they remembered the ads in the cinema better than those on TV. 58% agreed they enjoy watching ads in the cinema. 47% agreed brands that advertise in the cinema are more trustworthy.

According to Eoin Wrixon, CEO of Wide Eye Media ‘The FAME research demonstrates once again how the ads shown before the movie are an essential part of the cinema experience, inseparable from the excitement and anticipation of the film itself. In the cinema environment, brands have the opportunity to become fused to the collective consciousness in ways that are not possible anywhere else.’

Check out some of the photos from the launch of FAME 2018 below:

 

Michelle Davis, Barry Fitzgerald, Eoghan Kenefick (Mediacom), Sarah Taylor (Wide Eye Outdoor)

Aoife Robertson, Megan Keenan & Haylee Rowan (Dentsu Aegis), Paula Flanagan (Wide Eye Media)

Edelle O’Malley & Kate Murtagh (UM Ireland)

Ivan Eustace (Vizeum) & Ruth Nífhloinn (Core Media)

Laragh Havelin, Martina Moran, Louise Murphy & Sarah Cullen (OMD)

Leah Fitzpatrick, Lauren Kavanagh & Deborah Tracey (PHD)

Leisha O’Sullivan, Clare Quinlan & Yvonne Reilly (Virgin Media)

Mark Hughes, Conor McCooey & Aidan O’Hare (Carat)

Orlaith McIvor, Rachel Doherty, Peter Kennedy & Muireann McCauley (all Havas)

Our presenters, Sarah Clohessy (Marketing and Research Manager at Wide Eye Media) Eoin Wrixon (CEO at Wide Eye Media) and Dan Brilot (Head of Insight at Differentology)

Simon Dunne (Unilever) & Eoin Wrixon (Wide Eye Media)

Vanessa Kiely & Jacqueline Lambe (Wavemaker)