This document summarizes the results of an online survey conducted in Vietnam about movie watching habits. Over 300 Vietnamese respondents shared how often they go to cinemas, what types of movies they prefer, and their favorite cinema chains. Key findings include that over half go to movies at least once a month, action and comedy are most popular genres, and CGV, Lotte and Galaxy are top cinema brands. Preferences vary between gender, age groups and cities. The survey provides useful market data on the Vietnamese movie industry.

1. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
Vietnamese with movies and theaters

2. Frequency of going to cinemas
Q: How often do you go to see movies (N=300)
4%
17%
13%
21%
8%
25%
13%
0%
5%
10%
15%
20%
25%
30%
More than
once/week
Once/week Once/2 weeks Once/Month Once/2 months A couple of
times/year
I rarely/do not
see movies
More than half the respondent go to cinema once/month or more. A quarter of
respondents only go to cinemas a couple of times per year.

3. Frequency of going to cinemas (by gender)
Q: How often do you go to see movies (N=261)
3%
15%
14%
21%
8%
23%
17%
6%
20%
12%
20%
7%
27%
8%
0%
5%
10%
15%
20%
25%
30%
More than
once/week
Once/week Once/2 weeks Once/Month Once/2 months A couple of
times/year
I rarely/do not
see movies
Female Male
Males tend to go cinema more than females

4. Frequency of going to cinemas (by city)
Q: How often do you go to see movies (N=261)
5%
17% 18%
19%
8%
29%
5%3%
18%
7%
22%
7%
21% 21%
0%
5%
10%
15%
20%
25%
30%
35%
More than
once/week
Once/week Once/2 weeks Once/Month Once/2 months A couple of
times/year
I rarely/do not
see movies
HCM Hanoi
One fifth of Hanoi respondents do not go to cinema while this figure of HCMC is
only 5%

5. Frequency of going to cinemas (by age)
Q: How often do you go to see movies (N=261)
3%
22%
12%
22%
7%
28%
8%
5%
13% 14%
20%
9%
22%
18%
0%
5%
10%
15%
20%
25%
30%
More than
once/week
Once/week Once/2 weeks Once/Month Once/2 months A couple of
times/year
I rarely/do not
see movies
18-24 25-39
Respondents from 18 to 24 go to cinema much more frequently than older ones.

6. Movies type preference
Q: What movies do you like to see? (N=261)
47%
53%
26%
16%
3%
33%
3%
6%
14%
6%
37%
28%
1%
0%
10%
20%
30%
40%
50%
60%
Action/Adventure and comedy are 2 most popular movie types among respondent,
followed by science fiction then romance.

7. Movies type preference (by gender)
Q: What movies do you like to see? (N=261)
52%
46%
33%
15%
3%
43%
3% 4%
19%
5%
29%
21%
1%
42%
61%
20%
17%
3%
24%
4%
8% 9%
7%
46%
36%
1%
0%
10%
20%
30%
40%
50%
60%
70%
Female Male
Males prefer action/adventure, science fiction and thriller/horror, while females are
more into comedy, romance and cartoons/animation.

8. Movies type preference (by age)
Q: What movies do you like to see? (N=261)
45%
56%
30%
17%
2%
33%
3%
7%
9% 8%
44%
30%
1%
50% 50%
23%
16%
4%
33%
4% 5%
19%
3%
29% 27%
0%
0%
10%
20%
30%
40%
50%
60%
18-24 25-39
Action/adventure and science fiction movies are more popular among young
respondents (18-24 years old)

9. Cinema preference
Q: Which cinema do you go to? (N=261)
43%
40% 41%
14%
10%
29%
12%
0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
CGV Lotte Galaxy BHD Cinebox National
cinema
Platinum
Cineplex
Other
CGV, Lotte, Galaxy and National cinema are the top 4 movie theaters in Vietnam

10. Cinema preference (by city)
Q: Which cinema do you go to? (N=261)
46%
42%
62%
22%
14%
7%
4%
0%
39% 38%
16%
3% 5%
56%
21%
1%
0%
10%
20%
30%
40%
50%
60%
70%
CGV Lotte Galaxy BHD Cinebox National
cinema
Platinum
Cineplex
Other
HCM Hanoi
Galaxy is the most popular cinema in HCM, while National Cinema is the dominant
in Hanoi

11. Cinema images
Q: Which cinema comes up when you hear the following keywords (N=261)
35%
38%
35%
31%
28%
23%
25%
34% 34%
31%
39%
35%
27%
19%
22%
27%
23%
28%
6%
4% 5% 5% 5%
7%
8%
5% 5%
7%
5%
7%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Gorgeous Nice location Clean Good for dating Good amenities Affordable
CGV Lotte Galaxy None of the above I do not think of any
CGV is described as “gorgeous”, “nice location” while Lotte is connected with
“good amenities” and “affordable”.

12. Cinema images (by city)
Q: Which cinema comes up when you hear the following keywords (N=261)
35%
38%
35%
31%
26%
20%
33%
39%
35%
31% 31%
27%
15%
28%
29%
24%
33%
29%
36%
41% 40%
39%
45%
43%
35%
25%
28%
33%
29%
43%
17%
12%
14%
20%
15%
9%
6%
4%
1%
5%
6%
3%
5% 4%
9%
5%
4%
11%
8%
6%
6%
8%
5%
5%
9%
3% 3%
6%
4%
10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Gorgeous Nice location Clean Good for dating Good amenities Affordable
CGV in HCM CGV in Hanoi Lotte in HCM Lotte in Hanoi
Galaxy in HCM Galaxy in Hanoi None of the above (HCM) None of the above (Hanoi)
I do not think of any (HCM) I do not think of any (Hanoi)
Images of Lotte in Hanoi is much more positive than in HCM, but for Galaxy it is
vice versa.

13. Movies origin preference
Q: Which movies have you seen this year? (N=261)
60%
51%
33%
4%
31%
11%
2%
0%
10%
20%
30%
40%
50%
60%
70%
Hollywood Vietnamese European Indian Korean Japanese Other (Chinese)
Hollywood and Vietnamese movies are most popular

14. Movies origin preference (by gender)
Q: Which movies have you seen this year? (N=261)
51%
54%
38%
5%
39%
10%
2%
69%
47%
28%
4%
23%
12%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Hollywood Vietnamese European Indian Korean Japanese Other (Chinese)
Female Male
Females are likely to watch Korean movies while males prefer Hollywood.

15. Popular Vietnamese movies
Q: Please list up any Vietnamese movies that you recommend (N=261)
Tấm Cám:
Chuyện chưa kể
Tôi thấy hoa vàng
trên cỏ xanh
Nắng Tèo em Em là bà nội của
anh
35% 20% 14% 7% 6%
4 out of top 5 Vietnamese movies are released on 2015 and 2016

16. Survey information
• Survey about movies and cinemas preference in
Vietnam.
• Sample size: 300
• Respondent criteria:
• Male: 144
• Female: 156
• HCM: 155
• HN: 145
• Conducted time: September 20th, 2016

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19. Respondent profiles
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would like to research
17%
8% 8% 8% 8% 8% 7% 7% 7%
22%
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
<9 10-14 15-19 20-24 25-29 30-34 35-3940-44 45-49 50-
Stats Q&Me
Active users by age Urban user ratio (top 6 provinces)
22%
51%
78%
49%
Stats Q&Me
Top 6 provinces Others

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