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Motion Picture Association of America’s 2013 Theatrical Market Statistics Report

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Attatched PDF "Motion Picture Association of America’s 2013 Theatrical Market Statistics Report"


US/Canada Summary


• 2013 U.S./Canada box office was $10.9 billion, up 1% compared to $10.8 billion in 2012, and up 3% from five years
ago. Despite an increase in films released in 3D (45),  3D box office ($1.8 billion) is down 1% from 2012.


• The increase in 2013 U.S./Canada box office was due to an equivalent increase in average ticket price (2%)
compared to 2012, in-line with the 2% increase in inflation as measured by the Consumer Price Index (CPI).
Admissions fell by 20 million (-1%) compared to 2012 but are generally consistent with recent trends.


• More than two-thirds of the U.S./Canada population (68%) – or 227.8 million people – went to the movies at
least once in 2013, consistent with prior years. Ticket sales continue to be driven by frequent moviegoers who, by
definition, attend movies once a month or more.  In 2013, frequent moviegoers represented 11% of the
population and 50% of all movie tickets, a decrease of 7 percentage points in ticket share from 2012, while ticket
share of occasional moviegoers tickets increased by the same amount.  This suggests that the decrease in ticket
sales in 2013 was among moviegoers who decreased their attendance to at least once a month from intervals of
once a month or more in 2012.


• Frequent moviegoers tend to own more technology products than the general population. Nearly three-quarters
of all frequent moviegoers (74%) own at least four different types of technology products, compared to 51% of
the total adult population.


• In 2013, the share of tickets sold t0 2-11 year olds was at its highest point since 2009 and the share of tickets sold
to 50-59 year olds was at an all time high. Since 2010 the 25-39 age group has comprised approximately a
quarter of all cinema tickets sold, although the share has been declining since 2010.


• Broader moviegoer demographic shares remain relatively stable from 2012 to 2013, with 12-24 year olds and
Hispanics continuing to oversample in moviegoing versus their proportion of the population. Hispanics, 2-11
year olds, and 50-59 year olds all experienced growth in the number of frequent moviegoers in their


• In 2013, 31% of the U.S./Canada population viewed at least one movie in 3D, with 3D attendance skewing
towards children age 2-17.


• Among the top five grossing films in 2013, Iron Man 3 and Man of Steel both attracted overwhelmingly male
audiences, while the family films Despicable Me 2 and Monsters University earned a majority share of box office
from the female audience. Man of Steel drew the most ethnically diverse audience, earning only 50% of its box
office from Caucasian audiences and 19% from Asian/Other ethnicities.




EXtra stuff~


Filmgoer takes stand on costly snacks, sues AMC Livonia theater

March 4, 2012

Joshua Thompson loves the movies. But he hates the prices theaters charge for concessions like pop and candy. This week, the 20-something security technician from Livonia decided to do something about it: He filed a class action in Wayne County Circuit Court against his local AMC theater in hopes of forcing theaters statewide to dial down snack prices...Timothy Fells, 29, said he sometimes smuggles Gummi Bears into the theater to save money...




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Laws of buyer behavior (Ehrenberg-Bass Institute) would suggest that theaters should focus on an increase in penetration (% of total population that purchased a ticket at least once in the past 52 weeks) at the priority of loyalty (those 11% of theatergoers repping 50% of ticket sales).  If the $ sales are up but volume sales are down (fewer tix sold), the market indicates a weakening competitive environment for theaters.


Strategies, such as value ads like 3-D, and franchising (e.g. Marvel, Hunger Games) are not tremendously effective at driving volume and the price increases are trading trips for dollars at the pace of inflation.  A loyalty play (reward cards, like Kroger's Plus card in the retail world, or Capital One's credit rewards in personal finance) is not going to reverse the churn we see in loyal buyers.  A true penetration building strategy will involve a mix of consumer meaningful value adds (the right franchise and better experiences in theater) and appropriate pricing actions, as well as improved awareness of properties--to say nothing of improved properties themselves.


If I was working marketing and finance for a studio, I'd be looking at simultaneous digitial distribution for in-home experience with an enhance theater ready product.  If I was a theater company, I'd be diversifying my 401K.


Thanks, Mike--that was fun!

Plus if i was not ramping up my Hispanic focused filmmaking (not necessarily Spanish-language, but properties that appeal to US Hispanics), I'd be very, very short-sighted.

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Well, I'm not sure that 'fear' is a substantial purchase barrier.  The total cash outlay for a movie going experience (inherently social--meaning typically someone is typically paying for more than one ticket) is probably the biggest barrier, and then the secondary barriers are probably (guessing here) lots of alternatives for entertainment (dining itself, streaming, sports, other activities like social media), poor in-theater experience (twenty minutes of previews/ads, long lines, crowds, unpleasant moviegoers), cost of gas (probably correlates directly to ticket sales), consumer confidence, and then maybe stuff like fear.  I can't imagine that fear plays a significant role in people's entertainment choices.  Driving trips should be about increasing physical availability (more theater options) and mental availability (remind people that movies are an option) with the value equation dialed in correctly.


Its just so expensive to take a family out to dinner and a movie now, and even choosing between the two (dinner or movie) will reduce the incidence of movie-buying.  I bet that the increase in movies (# of films per year/screen) and movie "news" (web/mobile/etc) actually is negatively correlated to the trips.  Its like Gladwell's paralysis of choice--there's too many choices out there and so I choose nothing.


Maybe I should check Linked In for consumer insights jobs with the studios...

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