1. Service Provider Mobility: Video Content:
Movie Theatre’s still King-Kiosk and
Cable watchers on the Increase
Posted by Leonard Grace Mar 24, 2010
According to research
performed by Market Force Information, Inc., movie watchers still prefer going out to enjoy
the Theatre movie experience for various reasons, including:
• Experience of watching movie on the Big Screen
• Not wanting to wait to see new releases
• Enjoying a movie with friends
• Movie Theatres were a good venue to take a date
It seems like experiencing a new movie release has not changed in the many years since
its inception; consumers view this as a justifiable and entertaining expense, at least some
say every month. 70% of 3,000 responders indicated they would go to a theatre in the first
Generated by Jive SBS on 2010-04-14-06:00
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2. Service Provider Mobility: Video Content: Movie Theatre’s still King-Kiosk and Cable watchers on
the Increase
three months of 2010 and one-third indicated a willingness to see three or more by the end
of March.
Next in line for most viewers is the Kiosks where movie watchers rent movies from a retail
outlet like RedBox with more than 40% saying they use this type service, while 26% of these
consumers indicating a willingness to increase use of this venue.
Netflix and Blockbuster Online is being used by 27% of surveyed consumers with 21%
saying they will increase their consumption.
Rounding out the movie content viewing experience is the Cable TV Industry with 15%
saying they watched movies through their monthly subscriptions with 18% indicating that
their viewing would increase on this venue.
What does this research indicate about consumer habits and spending for video content-
(movies)? The marketing adage of being first to market with new content evidently
means something to the buyer. However, companies should delve deeper into consumer
demographics, starting with age, income, and location.
Generated by Jive SBS on 2010-04-14-06:00
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3. Service Provider Mobility: Video Content: Movie Theatre’s still King-Kiosk and Cable watchers on
the Increase
Which of the 3,000 surveyed are most likely to use each venue? Then target those
consumers who are most likely to use your venue with the content they want to see most
often. But keep in mind there is a pecking order here. New Movie Releases are first sold to
Theatres, then the Video-DVD markets, and thereafter released to Cable Companies. So,
there is a compelling reason for certain consumers to visit Theatres, then Rentals, and finally
Cable.
Advertising also plays a large role in consumer spending on video content. Respondents
indicated by 70% that television was their primary source of learning about new movie
releases, followed by movie-trailers, and last learning from friends and written reviews.
Although the Cable Industry is not first in the pecking order for new content, their venue
is growing and will continue to increase with the right consumer data, pricing, and target
marketing. At least cable channels are making revenues from the heavy ad placement of the
studios.
111 Views Tags: sales, unified_communications, implementation, video_content, theatre, cable_industry, netlix,
blockbuster
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Generated by Jive SBS on 2010-04-14-06:00
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