sociology of audiences new technologies – new audiences?

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Sociology of Audiences New Technologies – New Audiences? by Elizabeth Prommer University for Film and Television Potsdam Germany

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Sociology of Audiences New Technologies – New Audiences?. by Elizabeth Prommer University for Film and Television Potsdam Germany. Sociology of Audiences. Content: What do we know about cinema audiences? Cinema Audience in Europe - PowerPoint PPT Presentation

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Page 1: Sociology of Audiences New Technologies – New Audiences?

Sociology of AudiencesNew Technologies – New Audiences?

by Elizabeth PrommerUniversity for Film and Television Potsdam Germany

Page 2: Sociology of Audiences New Technologies – New Audiences?

Sociology of Audiences

Content: What do we know about cinema audiences? Cinema Audience in Europe Case study: Comparison General and Independent

(Art) Cinema Audiences in Germany Internet and Movie Attendance Cinema Audience in 21. Century: Silver / Best Age New Technologies – New Audiences?

Page 3: Sociology of Audiences New Technologies – New Audiences?

Statistics

Available Statistics: Box Office : Nielsen EDI, IMBD, www.boxoffivemojo.com Structural Data: EU-Research (Media Program)

European Cinema Yearbook Box office, Screens, Screens by population etc.

Germany: Regular Panel Data about audiences (GfK) Data for Advertising bookings (Media Analyse in Germany, Screen

Digest in UK, US) Film-Institutions in every country, FFA, BFC etc. University Research: e.g. Philippe Meers in Antwerp, Prommer in

Potsdam No good data about cinema audiences in Europe for comparisons Examples: Definition of Art-Cinema varies

Page 4: Sociology of Audiences New Technologies – New Audiences?
Page 5: Sociology of Audiences New Technologies – New Audiences?

European Cinema Audiences

Page 6: Sociology of Audiences New Technologies – New Audiences?

Box office: 5,2 Billion €

over 5 Billion €

Page 7: Sociology of Audiences New Technologies – New Audiences?

Admissions

Page 8: Sociology of Audiences New Technologies – New Audiences?

Example: Average Cinema Visits per capita

European Cinema Yearbook

Page 9: Sociology of Audiences New Technologies – New Audiences?

All Screens in Europe

Page 10: Sociology of Audiences New Technologies – New Audiences?

Art Cinema Screens EU

Art Cinema

Data varies, not accurate

Definition of Art varies

in Germany 12 % share

in CH about 12 % share

in UK less than 5 % share

in France 50 % !!!!! share

Page 11: Sociology of Audiences New Technologies – New Audiences?

Art Cinema Audiences

Case study Germany:

Comparison Art Cinema and General audiences

Reason Germany: Data for Art Cinema Audiences is available trough FFA

Page 12: Sociology of Audiences New Technologies – New Audiences?

Socio-Structure of Audiences

Art Audience 2007

Gender: more females 54% more Education 57 % High School

(13 yrs) or University less students more singles more older singles income same: 49% over

2250 € older!!!

General Audience 2007

Gender: 50% to 50% less education 51 % High School (13yrs)

or University more students more families income same: 50 % over

2250 € younger!!

Page 13: Sociology of Audiences New Technologies – New Audiences?

Age: Art vs. General 2007

7

20

37

2328

35

15

36

05

101520

25303540

10-19 yrs 20-29 yrs 30-49 yrs over 50yrs.

Art %

General %

Page 14: Sociology of Audiences New Technologies – New Audiences?

Cinema Attendance

Art Cinema Audience

no difference in days of the weeks, all prefer Tuesday, Friday, Saturday at 8 pm

go more often alone or with partner

reserve less tickets82 % do not reserve

spend less money on popcorn, food

General Audience

no difference in days of the weeks: all prefer Tuesday, Friday, Saturday

at 8 pm go with friends, seldom

alone 13 % reserve online

73 % do not reserve spend more on popcorn

and food

Page 15: Sociology of Audiences New Technologies – New Audiences?

Frequency Attendance per year

19

25 24

3237

31

19

13

0

5

10

1520

25

30

35

40

once 2-3times

4-6times

morethan 7

Art

General

Page 16: Sociology of Audiences New Technologies – New Audiences?

Motives for Attendance

„Why did you choose to see this film?“ Because of… No differences in most motives

Same for: Special Effects Availability of Cinema Film is topic of discussion Actors My company / friends wanted to see it To do something with friends / Go out

Page 17: Sociology of Audiences New Technologies – New Audiences?

Source of Awareness

5

12

20

17

21 20

8

11

0

5

10

15

20

25

Ads in TV Trailer Film critics inprint

Word of mouth

Art

General

Page 18: Sociology of Audiences New Technologies – New Audiences?

Source of Awareness

„What was your source of awareness to this film?“ No differences in many sources Same for:

Radio: Advertising and Reports (9%) TV: Reports (6%) Print: Advertising (5%) Posters (6%) Internet (4% in 2007) (2002: 2 %)

Page 19: Sociology of Audiences New Technologies – New Audiences?

Internet

Internet as information platform

Page 20: Sociology of Audiences New Technologies – New Audiences?

HFF Internet Study 2002

292 movie attendees in Berlin 2002 Difference between source of awareness and information Concentration on internet as source What do they look at in the internet?

Page 21: Sociology of Audiences New Technologies – New Audiences?

Movie Choice and Internet

 

Page 22: Sociology of Audiences New Technologies – New Audiences?

Internet

Page 23: Sociology of Audiences New Technologies – New Audiences?

21. Century

Cinema Audience in 21.Century

Page 24: Sociology of Audiences New Technologies – New Audiences?

Trend in Europe: Change

Official German statistics show:

Changing Cinema Audience in Germany Cinema Audience is getting older The over 60 years old have doubled

in past 5 years from 4 % to 8 % The younger generation is in decline

Same happens in UK and France (Screen Digest. British Film Council)

Australia

Page 25: Sociology of Audiences New Technologies – New Audiences?

The Change: Germany

50 % under 29

50 % over 30

Page 26: Sociology of Audiences New Technologies – New Audiences?

Aging!!

Australia

Page 27: Sociology of Audiences New Technologies – New Audiences?

Reason

Change in age structures in western societies

Less younger, more older people • Next 10 yrs: 47 % over 50 years• Those ‘older” People are still active, wealthy and

outgoing (Silverliners, Best Agers )• They have a different movie taste• Baby-Boomers and Best Agers like

political or literary drama

Page 28: Sociology of Audiences New Technologies – New Audiences?

Drama

Comedy

Page 29: Sociology of Audiences New Technologies – New Audiences?
Page 30: Sociology of Audiences New Technologies – New Audiences?

The Taste of Age

Films with an older audience (FFA) Over proportion older than 50 years: Das Leben der Anderen / The Life of Others

33 % over 60 yrs. (average 8%) 16 % 50-59 yrs. (average (8%) 16 % 40-49 yrs. (average 15%) 14 % 30-39 yrs. (average 19%) 14 % 20-29 yrs. (average 27%) 7 % 10-19 yrs. (average 23%)

Drama: plays in former East Germany

Page 31: Sociology of Audiences New Technologies – New Audiences?

The Taste of Age

Films with an older audience (FFA) % over 50 yrs. Kalender Girls (37%) The children of Monsieur Mathieu (43%) Der Untergang /The Downfall: Hitler and the End

of the Third Reich (30%) Die weiße Massai (41 %) Die Reise der Pinguine (45 %) Alles auf Zucker (55 %) Children Movies (26%)

Page 32: Sociology of Audiences New Technologies – New Audiences?

Same tendency in UK

Page 33: Sociology of Audiences New Technologies – New Audiences?

The younger ones liked:

Page 34: Sociology of Audiences New Technologies – New Audiences?

New Technologies – New Audiences?

New Audiences or older audiences?

Art Audience and Age Age and Taste Age and Internet