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Audience Insights Understanding the audiences behind the box office results for Event Cinema

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Page 1: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

A u d i e n c e I n s i g h t s

Understanding the audiences

behind the box office results

for Event Cinema

Page 2: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic
Page 3: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

Moviegoers Transactions

48.3 M 1.5 B

Connections

9.2 B

Historic Data Countries

8 yrs 59

Movie and Event Cinema Titles

7000+

Page 4: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

M a r k e t

F o o t p r i n t

Page 5: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

R e c a p To p 1 0

E v e n t C i n e m a P e r f o r m a n c e s

2 0 1 9 Y T D *

Cume Revenue £

1 Take That - Greatest Hits Live (Concert) 2,066,693

2 Andre Rieu's 2019 New Year Concert From Sydney (Concert) 1,933,752

3 All About Eve - NT Live 2019 (Theatre) 1,218,700

4 All My Sons - NT Live 2019 (Theatre) 1,019,261

5 Romeo And Juliet - ROH, London 2018/19 (Ballet) 717,505

6 Small Island - NT Live 2019 (Theatre) 708,443

7 La Traviata - ROH, London 2018/19 (Opera) 684,367

8 La Forza Del Destino - ROH, London 2018/19 (Opera) 660,088

9 Don Quixote - ROH, London 2018/19 (Ballet) 608,182

10 Love Yourself In Seoul - BTS World Tour 2019 (Concert) 570,633

Cume Revenue $

1 Bring The Soul: The Movie (Concert) 4,809,800

2 Bts World Tour Love Yourself In Seoul (Documentary) 3,941,914

3 Gone With The Wind 80th Anniversary (Classics) 2,200,000

4 TCM: The Wizard Of Oz 80th Anniversary (Classics) 2,104,547

5 Noah The Musical (Stage) 1,130,654

6 Kinky Boots The Musical (Stage) 1,006,632

7 Rush: Cinema Strangiato 2019 (Doc W/Concert) 948,537

8 Between Me And My Mind (Documentary) 776,813

9 Code Geass: Lelouch Of The Resurrection (Anime) 538,526

10 Andre Rieu's 2019 Maastricht Concert: Shall We Dance* (concert) 512,028

U K U S

* Excluding Fleabag

Page 6: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

G e n d e r

A n a l y s i s

Female audience in the UK shows

an overall higher percentage

composition compared to the US

audiences for top performing

Event Cinema productions

0% 20% 40% 60% 80% 100%

Bring the Soul: The Movie

BTS World Tour: Love…

TCM Presents The Wizard…

TCM Presents Gone with…

Kinky Boots the Musical

Sight & Sound Presents:…

Code Geass: Lelouch of the…

RUSH: Cinema Strangiato…

Between Me and My Mind

NT: Fleabag

Female Male

0% 20% 40% 60% 80% 100%

Take That - Greatest Hits

BTS World Tour: Love…

NT Live: All About Eve

NT Live: All My Sons

Andre Rieu's New Year…

NT Live: Small Island

ROH Encore: La Forza Del…

ROH Encore: La Traviata

ROH Encore: Romeo and…

ROH Encore: Don Quixote

NT: Fleabag

Female Male

U K U S

Page 7: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

A g e

A n a l y s i s

UK audiences over-index

in older age categories,

particularly with live

theatre events

Live concerts attract a

stronger audience under 25,

across both the USA and UK

0% 20% 40% 60% 80% 100%

Bring the Soul: The Movie

BTS World Tour: Love…

TCM Presents The Wizard…

TCM Presents Gone with…

Kinky Boots the Musical

Sight & Sound Presents:…

Code Geass: Lelouch of the…

RUSH: Cinema Strangiato…

Between Me and My Mind

NT Live: Fleabag

under 25 25-35 35-65 over 65

0% 20% 40% 60% 80% 100%

National Theatre Live:…

Take That - Greatest Hits

BTS World Tour: Love…

NT Live: All About Eve

NT Live: All My Sons

Andre Rieu's New Year…

NT Live: Small Island

ROH Encore: La Forza Del…

ROH Encore: La Traviata

ROH Encore: Romeo and…

ROH Encore: Don Quixote

under 25 25-35 35-55 over 55

U K U S

Page 8: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

T i c k e t P u r c h a s e

H a b i t s

While most events attract pairs,

there is an over-representation of

solo ticket purchases across both

the US and UK for Event Cinema

releases.

While concerts are attracting group

audiences, National Theatre, Opera

and Anime productions are

drawing individual purchasers.

0% 20% 40% 60% 80% 100%

Bring the Soul: The Movie

BTS World Tour: Love…

TCM Presents The Wizard…

TCM Presents Gone with…

Kinky Boots the Musical

Sight & Sound Presents:…

Code Geass: Lelouch of the…

RUSH: Cinema Strangiato…

Between Me and My Mind

NT: Fleabag

1 Ticket 2 Tickets 3+ Tickets

0% 20% 40% 60% 80% 100%

Take That - Greatest Hits

BTS World Tour: Love…

NT Live: All About Eve

NT Live: All My Sons

Andre Rieu's New Year…

NT Live: Small Island

ROH Encore: La Forza Del…

ROH Encore: La Traviata

ROH Encore: Romeo and…

ROH Encore: Don Quixote

NT: Fleabag

1 Ticket 2 Tickets 3+ Tickets

U K U S

Page 9: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

A u d i e n c e

F r e q u e n c y

UK audiences attract an overall higher

percentage of infrequent moviegoers

compared with the

US.

Frequent moviegoers seem

to be linked with Opera and

Live Theatre productions

0% 20% 40% 60% 80% 100%

Bring the Soul: The Movie

BTS World Tour: Love…

TCM Presents The Wizard…

TCM Presents Gone with…

Kinky Boots the Musical

Sight & Sound Presents:…

Code Geass: Lelouch of the…

RUSH: Cinema Strangiato…

Between Me and My Mind

NT: Fleabag

Frequent Occasional Infrequent

0% 20% 40% 60% 80% 100%

Take That - Greatest Hits

BTS World Tour: Love…

NT Live: All About Eve

NT Live: All My Sons

Andre Rieu's New Year…

NT Live: Small Island

ROH Encore: La Forza Del…

ROH Encore: La Traviata

ROH Encore: Romeo and…

ROH Encore: Don Quixote

NT: Fleabag

Frequent Occasional Infrequent

U K U S

Page 10: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

U K A u d i e n c e O v e r l a p

BTS World Tour:

Love Yoursel f

In Seoul

Take That –

Greatest

Hits #1

Andre Rieu’s

New Year Concert

in Sydney #2

Nat iona l

Theatre L ive:

Fleabag

1 Burn The Stage: The Movie Mamma Mia: Here We Go Again! Downton Abbey NT Live: All About Eve

2 Bring The Soul: The Movie Bohemian Rhapsody Take That – Greatest Hits The Favourite

3 Avengers: Endgame Downton Abbey Fisherman’s Friends NT Live: All My Sons

4 Spider-man: Far From Home The Greatest Showman Finding Your Feet NT Live: Small Islands

5

Avengers:

Infinity War

Everybody’s Talking

About Jamie

Mamma Mia:

Here We Go Again!

Three Billboards Outside

Ebbing Missouri

Mainstream and musical lovers Discerning cinema-goers

Pop culture junkies

Page 11: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

U S A u d i e n c e O v e r l a p

BTS World Tour:

Love Yoursel f In Seoul #1

Br ing

The Soul #2

Nat iona l Theatre

L ive: F leabag

1 Burn The Stage: The Movie BTS World Tour: Love Yourself In Seoul Colette

2 Bring The Soul: The Movie Burn The Stage: The Movie Phantom Thread

3 Avengers: Endgame Avengers: Endgame Dope

4 Avengers: Infinity War Avengers: Infinity War The Disaster Artist

5 Spider-man: Far From Home Black Panther If Beale Street Could Talk

Pop culture junkies Discerning cinema-goers

Page 12: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

F o o d &

B e v e r a g e

S p e n d i n g

US audiences spend more

per admission across all

Event Cinema productions,

however this is most notable

in classic film productions

£0.00 £0.50 £1.00 £1.50

ROH Encore: La Forza Del…

NT Live: Small Island

ROH Encore: La Traviata

ROH Encore: Romeo and…

NT Live: All My Sons

ROH Encore: Don Quixote

NT Live: All About Eve

NT: Fleabag

Take That - Greatest Hits

Andre Rieu's New Year…

BTS World Tour: Love…

avg. spend

$0.00 $1.00 $2.00 $3.00 $4.00

TCM Presents Gone with…

RUSH: Cinema Strangiato…

TCM Presents The Wizard…

Code Geass: Lelouch of…

Kinky Boots the Musical

Bring the Soul: The Movie

BTS World Tour: Love…

Between Me and My Mind

André Rieu's 2019…

NT: Fleabag

Sight & Sound Presents:…

avg. spend

U K U S

Page 13: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

B T S W o r l d To u rC o m p a r i s o n b y r e g i o n

UK US

Age: Under 25 62% 60%

Gender: Female 86% 82%

Frequency: Infrequent 76% 55%

Avg Food & Beverage Spending £0.04 $2.23

Page 14: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

F l e a b a gC o m p a r i s o n b y r e g i o n

UK US

Age: Over 35 67% 73%

Gender: Female 68% 65%

Frequency: Infrequent 53% 25%

Avg Food & Beverage Spending £0.69 $0.91

Page 15: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

U K V A L U E

Q u a d r a n t s

Freque

ncy

Food & Beverage Spending

High Freq. • High SpendHigh Freq. • Low Spend

Low Freq. • High SpendLow Freq. • Low Spend

• Rieu’s NY Concert in Sydney

• Take That – Greatest Hits

• BTS World Tour: Love Yourself In Seoul

• NT Live: All About Eve

• NT Live:

All My Sons

• NT Live:

Small Island

• ROH Encore:

La Traviata

• ROH Encore:

Romeo & Juliet

• ROH Encore:

Don Quixote

• ROH Encore:

La Forza…

Page 16: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

U S V A L U E

Q u a d r a n t s

Freque

ncy

Food & Beverage Spending

High Freq. • High SpendHigh Freq. • Low Spend

Low Freq. • High SpendLow Freq. • Low Spend

• Sight and Sound Presents: Noah

• Between Me

and My Mind

• TCM Presents

The Wizard of Oz…

• Rush: Cinema

Strangiato 2019

• TCM Presents

Gone with

the Wind

• Kinky Boots –

The Musical

• Bring the Soul…

• BTS World Tour:

Love Yourself…

Page 17: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

C o n c l u s i o n s

• The top performing event cinema productions are

attracting predominantly female audiences.

• The US has developed a stronger youth audience for

Event Cinema, events such

as the BTS world tour are helping.

• Theatre audiences (i.e. National Theatre) exhibit

more cross-over attendance with major theatrical

releases and are more frequent cinema-goers

overall.

• The US over-indexes in food and beverage spending,

with a direct correlation

between classic films and concessions habits.

• The live-theatre and opera market in the

UK is thriving.

• Brand association is potentially helping to foster

high-value audiences (e.g. ROH and TCM)

Page 18: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic

O p p o r t u n i t i e s

• Trends in audience value should continue

be tracked for each territory over time.

• Seeking out additional events that appeal

to high-value segments, building upon the brand

loyalty established.

• Introduce new, youth audiences to Event Cinema

and to cinema in general.

• Counter-programming opportunities through greater

understanding of audience make-up.

• Improved audience segmentation

for marketing and digital activation.

• Building new ‘rituals’ for event cinema audiences –

e.g. food and beverage as

part of the experience.

• Continued cross-territory sharing of

best practices and audience insights.

• Better understanding of the opportunity that exists

for your cinema and for your audience.

Page 19: Audience Insights€¦ · Audience Insights Understanding the audiences behind the box office results for Event Cinema. Moviegoers Transactions 48.3 M 1.5 B Connections 9.2 B Historic