1. Marketing Research Association, USA
The first agency in Vietnam certified 20252 by British Standards Institute

2. Market research top-line November 2011
HCMC HA NOI DA NANG
TOPIC:
THE PRACTICE OF WATCHING FILM
& ENTERTAINMENT OF CONSUMERS IN AGE 15 – 55

3. A brief introduction
 Viettrack is a monthly research news-letter developed by FTA Research &
Consultant, the member of ESOMAR. It is conducted base on a monthly research. It
aims at delivering comment, evaluation and true feeling of research objects about
present time’s economic situation as well as promotion campaigns or products to
producers and marketers. It is expected to help them understand to offer better
service to unsatisfied demand of consumers.
 Viettrack is done according to ISO 20252:2006, the international quality standard in
market research and ESOMAR Code of Conduct.
 Viettrack - November 2011:
 Sample size: N = 300; in which:
 HCMC = Ha Noi = Da Nang = N=100
 Gender: Male & Female
 SEC: ABCD
 Age: 15 – 55
 Like watching film if they have free time

4. THE ENTERTAINMENT HABIT OF
CONSUMERS

5. Entertainment activities have been joined in the past 3 months
• Watching films and listen to music are two entertainment activities that consumers like the most. Consumers have a
trend to join the outside activities (shopping, go to coffee shop, carousing, take a walk on the city center…) on
weekends more than working days (From Monday to Friday)
TOTAL HCMC HN DN
Watching films (at the cinema, 91
92 98 87
at home…) 97 95
100 95
78 87 73 73
Listen to music 84 74
84 94
Go to coffee shop 75 75 65 86
57 59 39 74
46
Reading books 41 31 47
45 32 61 42
Playing game 37 39 25 46
36 35 39 33
Carousing 76 55 80 94
35 21 30 53
Take a walk in shopping mall 56 37 60 72
30 12 25 52
Go to shopping 68 58 73 74
25 15 21 39
Go to the park 32 40 35 20
12 27 5 3
Go to the countryside 8 46 19 62 58
3 9 12
N=300 N=100 N=100 N=100
Activities on weekends Activities from working days
Base on all respondents

6. Frequency of joining in entertainment activities - Total
• Watching films is one of entertainment activities that consumers spend more time than others.
Means
TOTAL (times/month)
Watching films (in the cinema, at
home…) 112 25.62
10 12 74
Listen to music 20.11
11 14 3 14 18 49
Go to coffee shop 14 5 13 11 29 13 15 10.92
Reading books 45 2 9 4 13 12 15 8.65
Playing game 53 2 4 2 13 12 14 7.97
Carousing 19 16 19 14 27 5 5.02
Take a walk on the city center 37 12 16 8 17 8 2 4.92
Go to shopping 26 16 26 18 11 12 3.62
Go to the park 62 13 8 11 4 2 1.52
Go to the countryside 50 40 2 6 2 0.78
Never 1 time/month 2-3 times/month 1 time/week 2-3 times/week 4-6 times/week Everyday
Base on all respondents N=300

7. Frequency of joining in entertainment activities - HCMC
• Watching films, listen to music, go to coffee shop are top 3 activities in HCMC that have the high level of frequency of
joining in entertainment activities.
Means
HCMC (times/month)
Watching films (in the cinema, at
home…) 4 96
29.6
Listen to music 22.52
10 121 13 8 65
Go to coffee shop 16 3 16 9 29 9 18 10.99
Reading books 56 2 8 4 14 7 9 5.94
Playing game 52 2 11 1 10 10 14 7.68
Carousing 38 12 21 13 15 1 2.98
Take a walk on the city center 59 10 16 6 9 1.79
Go to shopping 34 17 30 13 5 1 2.4
Go to the park 47 8 18 14 9 4 3.25
Go to the countryside 79 19 11 0.26
Never 1 time/month 2-3 times/month 1 time/week 2-3 times/week 4-6 times/week Everyday
N=100

8. Frequency of joining in entertainment activities - Hanoi
• Somewhat different to consumers in HCMC & DN, consumers in Hanoi like to go to the countryside for entertainment
around once per month.
• The rate of “reading books” of consumers in Hanoi is higher than other areas.
Means
HN (times/month)
Watching films (in the cinema, at
home…) 21 24.81
11 22 64
Listen to music 4 2 3 21.36
19 23 49
Go to coffee shop 17 10 17 16 30 9 1 6.28
Reading books 33 4 4 5 10 19 25 12.63
Playing game 55 12 15 15 12 8.19
Carousing 12 25 20 6 35 2 5.1
Take a walk on the city center 25 22 16 14 15 8 4.31
Go to shopping 20 24 31 13 5 2 5 4.21
Go to the park 60 20 4 16 0.76
Go to the countryside 30 65 41 0.95
Never 1 time/month 2-3 times/month 1 time/week 2-3 times/week 4-6 times/week Everyday
N=100

9. Frequency of joining in entertainment activities - DN
• The frequency of “carousing” of consumers in Da Nang is more than consumers in HCMC & HN. It could be explained
that there are not have a lot of entertainment places for consumers in Danang. Hence, they have a limit choice on
entertainment activities.
Means
DN (times/month
Watching films (in the cinema, at
home…) 3 2 6 22.46
17 11 61
Listen to music 16.45
18 1 8 5 11 22 35
Go to coffee shop 8 2 7 7 28 22 26 15.48
Reading books 47 1 13 2 16 11 10 7.38
Playing game 53 23 4 13 10 15 8.04
Carousing 6 10 17 24 30 13 6.98
Take a walk on the city center 26 3 16 4 29 16 6 8.67
Go to shopping 23 7 18 27 23 11 4.26
Go to the park 80 12 3 41 0.54
Go to the countryside 42 37 6 13 2 1.14
Never 1 time/month 2-3 times/month 1 time/week 2-3 times/week 4-6 times/week Everyday
N=100

10. Place of watching film
• Beside watching film at home, consumers also watching film at the cinema. The rate of watching film at the cinema is
growing faster than some years ago. This result is shown that the trend of watching film at the cinema is growing. In
addition, we also recognize that the cinema system is being invested & developed both quantity and quality to meet
the consumers needs.
• There are no significant difference across these areas.
TOTAL HCMC HN DN
Watching at home 47 100 57 100 41 100 44 99
Watching at cinema 41 39 48 37
60 60 60 60
3 0 1 8
Watching on computer at home 46 38 43 57
Watching on VCD/DVD player 6 4 6 8
at home 45 35 56 44
2 0 0 3
Watching at coffee shop 8 1 0 24
1 0 4 0
Watching at internet shop 8 6 16 3
N=300 N=100 N=100 N=100
The place that consumer like the most
The place that consumers often watch film Base on all respondents

11. HOW TO CHOOSE THE CINEMA
FOR WATCHING FILM

12. Source of information
• The main source of information to aware cinema is “Recommended from friends/ family”. It seems WOM is still more
reliable source than others. Especially, this is one of the most popular source towards Vietnamese consumers. Next
are “Seeing signboard on the way” & “Leaflet”.
TOTAL HCMC HN DN
Recommended from friends/family 82 80 90 78
Seeing signboard on the way 58 67 68 37
Leaflet 55 51 67 48
Billboards 47 58 52 30
Internet 36 33 47 30
Shopping center 34 45 42 13
Magazines 21 19 27 17
Newspaper 14 21 5 15
N=180 N=60 N=60 N=60
Based on the respondents those have ever watched film at the cinema in the past 3 months

13. Which cinema do consumers often watch film
• In HCMC, the cinema system are quite multiform from premium to mainstream. Thus, consumers in HCMC have more
choices on cinema in comparison with other areas. Among these cinema system, we found that Galaxy and Megastar
are standing out in the cinema system in HCMC.
• While consumers in HN and DN have less choice than consumers in HCMC. Hence, Megastar is the best choice for
them when they would like go to the cinema.
Galaxy Group 27
Megastar Group 21
Thang Long Cinema 15
Ho Chi Minh Dong Da Cinema 15
N = 60
Lotte Cinema 8
Cinebox Group 8
Tan Son Nhat Cinema 6
Megastar Vincom 42
Ha Noi
Quoc Gia Cinema 40
N = 60
Thang 8 Cinema 12
Ngoc Khanh Cinema 6
Megastar Vinh Trung 78
Da Nang
Le Do Cinema 12
N = 60
Based on the respondents those have ever watched film at the cinema in the past 3 months

14. Level of satisfaction about quality services of
cinema – HCMC
• “Sound system” & “high quality images” are the main reason that is also the key important factor for consumers to
consider & evaluate the quality service of cinema system. They go to the cinema for watching film because they
would like to get “real feeling” with the real and lively sound system & high quality images.
Galaxy Megastar
Group Group
Means 4.13 4.00
Top 2 Boxes 100% 100%
Definitely satisfied
13 Galaxy Megastar
Reason for satisfaction Group Group
Satisfied
N=18* N=14*
Normal High quality images 50 67
100
87 The sound system is relative and lively 38 50
The rooms are large & have many seats 25 50
Dissatified
Comfortable seats 25 33
The rooms are clean and well-aired 23 25
Defenitely Have many excited films 17 25
dissatisfied
N=18* N=14* * Sample size is very small
Base on respondents watching films at the cinema most often

15. Level of satisfaction about quality services of
cinema – Hanoi
Similar to HCMC.
Megastar Quoc Gia
Vincom Cinema
Means 4.41 4.18
Top 2 Boxes 100% 100%
Definitely satisfied Megastar Quoc Gia
18
Reason for satisfaction Vincom Cinema
41
Satisfied N=25* N=24*
The sound system is real and lively 55 55
Normal High quality images 47 46
82 Have many excited films 46 18
Dissatified 59 The rooms are clean and well-aired 23 18
The rooms are large & have many seats 14 41
Defenitely Have many slots for watching films 9 18
dissatisfied
N=25* N=24* * Sample size is very small
Base on respondents watching films at the cinema most often

16. Level of satisfaction about quality services of
cinema – Danang
• Consumers in Da Nang have less choices on cinema system than consumers in HCMC and Hanoi. But the important
factors for choosing the cinema are the same evaluation with other areas. And those are the reason that they choose
Megastar Vinh Trung .
Megastar
Vinh Trung
Means 4.24
Top 2 Boxes 91%
Definitely satisfied Megastar
33
Reason for satisfaction Vinh Trung
Satisfied
N=45
Normal High quality images 64
58 The sound system is relative and lively 44
Dissatified The rooms are clean and well-aired 44
The rooms are large & have many seats 36
9
Defenitely dissatisfied Have many excited films 33
N=45
Base on respondents watching films at the cinema most often

17. Important factors for choosing the cinema - Total
• Most of consumers love to watching film at the cinema because of the outstanding point of image & sound system.
Those are the main important factors that consumers to consider & choose the cinema for watching film. In addition, it
should have much interesting & new films to attract consumers to go the cinema for watching film.
T2B Means
High quality images 1 10 51 38 89% 4.26
The sound system is real and lively 2 10 43 45 88% 4.29
Have many excited films 2 10 45 43 88% 4.29
Comfortable seats 2 12 43 43 86% 4.27
The rooms are clean and well-aired 2 14 60 24 84% 4.05
Have many promotion campaigns 1 16 50 33 83% 4.16
Have many “blockbuster” films 3 17 41 39 80% 4.16
The rooms are equipped 3D technology 2 18 42 38 80% 4.16
The rooms are large and have many seats 2 18 55 25 80% 4.03
There are many good songs while waiting time 2 21 59 18 77% 3.91
Have many time slots for watching film 2 22 48 28 76% 4.02
The staffs are enthusiastic & thoughtful 2 22 46 30 76% 4.04
Food & beverage in service area are good 2 23 50 25 75% 3.98
There are many rooms with different size 4 21 56 19 75% 3.9
There are enclosed entertainment service 1 3 22 56 18 74% 3.87
Have many kinds of food & beverage in service area 3 24 51 22 73% 3.92
There are many games for playing while waiting 2 26 49 23 72% 3.9
It’s near my house 3 4 24 44 25 69% 3.84
It’s located in shopping center 2 3 27 48 20 68% 3.79
Parking-lot is big & equipped roof 1 7 26 49 17 66% 3.74
It’s located at central area 3 5 29 51 12 63% 3.65
There are equipped small rooms, limit the no. of seats 6 32 29 27 6 33% 2.96
The cinema system’s located many areas in the city 4 30 36 22 8 30% 2.98
Not important at all Not important Normal Somewhat important Very important
Base on all respondents N = 300

18. Important factors for choosing the cinema - HCMC
• There are many cinema system in HCMC. Thus, consumers in HCMC have many choices on choosing a cinema for their
entertainment. Beside the quality needs on the sound & image, consumers in HCMC also consider the location of
cinema. It should be near their home & convenient for traveling.
T2B Means
Have many excited films 1 8 58 33 91% 4.23
The sound system is real and lively 1 8 65 26 91% 4.16
High quality images 1 10 59 30 89% 4.18
Comfortable seats 1 14 51 34 85% 4.18
Have many promotion campaigns 1 17 55 27 82% 4.08
The rooms are clean and well-aired 1 18 51 30 81% 4.1
It’s near my home 1 18 47 34 81% 4.14
The staffs are enthusiastic & thoughtful 1 21 52 26 78% 4.03
The rooms are large and have many seats 1 21 52 26 78% 4.03
Have many time slots for watching films 1 24 56 19 75% 3.93
There are many rooms with different size 1 24 61 14 75% 3.88
Have many “blockbuster” films 2 24 52 22 74% 3.94
The rooms are equipped 3D technology 2 24 48 26 74% 3.98
There are enclosed entertainment service 3 24 57 16 73% 3.86
It’s located at central area 11 26 62 10 72% 3.79
There are many good songs while waiting time 3 26 60 11 71% 3.79
It’s located in shopping center 1 28 51 20 71% 3.9
Food & beverage in service area are good 2 28 54 16 70% 3.84
Parking-lot is big & equipped roof 1 30 49 20 69% 3.88
There are many games for playing while waiting 12 29 49 19 68% 3.83
Have many kinds of food & beverage in service area 2 31 53 14 67% 3.79
There are equipped small rooms, limit the no. of seats 6 23 28 36 7 43% 3.15
The cinema system is located many areas in the city 2 20 36 32 10 42% 3.28
Not important at all Not important Normal Somewhat important Very important
N = 100

19. Important factors for choosing the cinema – Ha Noi
• Similar to HCMC. The important factors for choosing the cinema in Hanoi are the same HCMC. Those reasons are
met with the reasons that’s why they choose the Megastar Vincom.
HN T2B Means
The sound system is real and lively 34 66 100% 4.66
High quality images 49 51 100% 4.51
Have many excited films 1 26 73 99% 4.72
Comfortable seats 2 36 62 98% 4.6
The rooms are clean and well-aired 3 68 29 97% 4.26
The rooms are large & have many seats 5 60 35 95% 4.3
The rooms are equipped 3D technology 9 37 54 91% 4.45
Have many “blockbuster” films 10 33 57 90% 4.47
There are many rooms with different size 1 9 59 31 90% 4.2
Have many promotion campaigns 11 42 47 89% 4.36
There are many good songs while waiting time 1 10 66 23 89% 4.11
Have many time slots for watching film 12 46 42 88% 4.3
Food & beverage in service area are good 12 45 43 88% 4.31
Have many kinds of food & beverage in service area 12 56 32 88% 4.2
There are enclosed entertainment service 15 64 21 85% 4.06
It’s near my home 11 13 50 35 85% 4.17
It’s located in shopping center 2 13 58 27 85% 4.1
Have many games for playing while waiting time 16 51 33 84% 4.17
The staffs are enthusiastic & thoughtful 1 17 43 39 82% 4.2
It’s located at central area 2 20 59 19 78% 3.95
Parking-lot is big and equipped roof 14 19 44 23 67% 3.76
There are equipped small rooms, limit the no. of seats 8 43 25 14 10 24% 2.75
The cinema system is located many areas in the city 9 40 28 18 5 23% 2.7
Not important at all Not important Normal Somewhat important Very important
N = 100

20. Important factors when choosing the cinema – Da Nang
• The demand for choosing the cinema of consumers in Danang is not as strict as consumers in HCMC & Hanoi. The
promotion is one of the most important factor to them. The rest are the same with other cities.
DN T2B Means
Have many promotion campaigns 1 21 52 26 78% 4.03
High quality images 2 20 44 34 78% 4.1
Have many “blockbuster” films 6 18 38 38 76% 4.08
The rooms are equipped 3D technology 4 21 43 32 75% 4.03
Have many excited films 4 21 46 29 75% 4
Comfortable seats 4 21 41 34 75% 4.05
The sound system is real and lively 1 6 21 38 34 72% 3.98
The rooms are clean and well-aired 6 22 60 12 72% 3.78
There are many good songs while waiting time 3 28 52 17 69% 3.83
The staffs are enthusiastic and thoughtful 4 28 42 26 68% 3.9
Food & beverage in service area are good 1 3 29 51 16 67% 3.78
The rooms are large and have many seats 4 29 53 14 67% 3.77
Have many time slots for watching film 5 29 43 23 66% 3.84
Have many kinds of food & beverage in service area 8 28 43 21 64% 3.77
There are enclosed entertainment service 2 7 27 48 16 64% 3.69
Have many games for playing while waiting time 5 33 48 14 62% 3.71
Parking-lot is big and equipped roof 2 7 29 54 8 62% 3.59
There are many rooms with different size 10 29 50 11 61% 3.62
It’s located in shopping center 6 7 41 36 10 46% 3.37
It’s near my home 8 10 41 34 7 41% 3.22
It’s is located at central area 8 12 40 32 8 40% 3.2
There are equipped small rooms, limit no. of seats 3 29 35 32 1 33% 2.99
The cinema system is located many areas in the city 2 31 43 17 7 24% 2.96
Not important at all Not important Normal Somewhat important Very important
N = 100

21. Price acceptance to purchase a ticket of 2D movie
• In general, most of consumers are willing to pay 60,000 VND for a ticket of 2D movies.
• There are no significant difference across the areas.
TOTAL
THE PRICE FOR 1 TICKET - 2D 120,000 100,000 60,000 35,000
VND VND VND VND
3 2
Probably purchase ticket once per week 13 20
or more than 25
49
Probably purchase ticket 1-3
times/month 34
52
84
Probably purchase ticket 2-3 months/
time or less than 33
39 16
8
Definitely not purchase the ticket
12 10
Base on all respondents N = 300

22. Price acceptance to purchase a ticket of 3D movie
• Regarding 3D movies, most of consumers are willing to pay more than the usual price to purchase the ticket. The
average price is around 100,000 VND/ ticket. And the frequency of watching is at least once per month (70%).
• There are no significant difference between these areas.
TOTAL
150,000 120,000 100,000 80,000
THE PRICE FOR 1 TICKET-3D VND VND VND VND
6 5
Probably purchase ticket once per week
21
or more than 18
27
47
Probably purchase ticket 1-3
times/month
35 49
Probably purchase ticket 2-3 months/ 76 32
time or less than
16
33 9
Definitely not purchase the ticket
14 12
Base on all respondents N = 300

23. Favorite type of films
• Action, comedy and romantic film are 3 types of film that consumers prefer. That is one of reasons if there is any film
that is combined those 3 factors, it will get the high appreciation from audiences.
TOTAL HCMC HN DN
Action 70 70
67 64
Comedy 58 60 54 57
Romance 48 44 50 52
Martial-arts 39 42 48 28
Science fiction 38 42
39 36
Horror 35 43 29 34
Animate/ Cartoon 23 21 17 30
N=300 N=100 N=100 N=100
Base on all respondents

24. Favorite type of compilation
• In general, “dubbing” is the type of compilation that consumers like the most (HCMC & DN).
• On the contrary, most of consumers in Hanoi prefer “voice-over”. It is demonstrated that most of “voice-over” films
are done by voice of North people. Hence, the voice is easy to listen & familiar with them.
TOTAL HCMC HN DN
Dubbing 24
41 41
59
Voice-over 49
23
33
26
Subtitle 36
26 27
15
N=300 N=100 N=100 N=100
Base on all respondents

25. Vietnamese Foreigner
Actor/Actress Favorite Actor/Actress Actor/Actress
Base on all respondents N = 300

26. ADVERTISING AT CINEMA

27. Types of advertising at cinema
• At cinema, consumers often remember outdoor advertising such as banner/ poster/ billboards & ads on panoramic
screen. Next is ads on banner at the counter. Those are good places that consumers are easy to aware & remember
the advertising.
• There is no significant difference between these areas.
TOTAL HCMC HN DN
Ads on outdoor billboards 69 79 64 63
Ads on panoramic screen 56 57 56 55
Ads on banner at the counter 44 58 33 40
Ads on leaflet 40 42 52 26
Poster/ Banner inside the cinema 36 62 25 21
LCD monitor at the waiting area 28 46 18 20
POSM 27 27 38 17
N= 300 N= 100 N= 100 N= 100
Base on all respondents

28. Advertising awareness at cinema
• Regarding advertising awareness at cinema, most of consumers remember brands of beverage. Pepsi & Coco-cola are
two brands that consumers could recall the brands as the most. Because these brands are in a favorable position at
the service and counter areas in the cinema.
• The rate of advertising awareness of HCMC consumers is higher than 2 other areas.
TOTAL HCMC HN DN
Pepsi 36 47 34 23
49 72 42 33
Coca-cola 31 51 36 6
43 74 44 12
Heneiken 17 22 17 13
26 37 28 14
17 23 23 6
Greentea O0 30 54 28 8
16 25 19 4
Dr. Thanh 24 40 23 8
8 15 5 3
Sting 17 34 15 3
7 9 9 2
V-fresh 16 38 9 2
4 7 3 3
Tiger 10 20 8 3
N= 300 N= 100 N= 100 N= 100
Spontaneous Aided
Base on all respondents

29. Assessment on advertising at cinema
• Assessment on advertising at cinema, we found that:
 Advertising at cinema is useful for consumers to update product information/ new services. In addition, the
advertising at cinema is shown on big screen. Hence, the product is more attractive than usual.
 However, advertising at cinema is not enough persuasible consumers to purchase product for trial. They
just watch advertising as an entertainment moment to shorten the waiting time.
Top 2
TOTAL boxes Means
Advertising at cinema supply to me about 3.56
8 33 52 6 58%
information of new product/ services
Advertising at large room of cinema make me feel 1 4 53% 3.54
43 46 7
products/ services are advertise more attractive
Advertising at cinema help me kill time while I’m 1 13 39 43 5 48% 3.37
waiting present a film
I want to try using new products/ services/ brands 47% 3.39
when I am watched advertising at cinema
1 13 39 40 7
Advertising at cinema make me feel proud of 37% 3.25
products/ services that I’m using
1 16 46 32 5
I feel boring about advertising at cinema because I 27% 2.83
9 28 36 25 2
saw it at TV/ magazines….very much
Advertising at panoramic screen make me feel 25% 2.76
14 22 40 23 2
waste time
I don’t pay attention to advertising at cinema 3 34 41 21 1 22% 2.84
Definitely disagree Disagree Normal Agree Definitely agree
Base on all respondents N=300

30. Thank you

31. Marketing Research Association, USA
The first agency in Vietnam certified 20252 by British Standards Institute