OgilvyCULTURE's Black Moviegoing Audience Primary Research
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OgilvyCULTURE conducted primary research to learn about the similarities and differences within the General Market & Black moviegoing audience. We used the research findings for client discussions, thought leadership demonstration and an industry panel event.
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OgilvyCULTURE's Black Moviegoing Audience Primary Research
- 3. The survey was completed by 427 employees that represented the General Market
- 5. Across The Board, Everyone Has Been To The Movies At Least Once In The Past Year Q: Have You Seen A Movie In A Theater In The Last 12 Months?
- 6. However, There Is a Clear Disparity Between Blacks and The General Population When It Comes To Those Who Go To The Movies Once A Month Or Less Q: How Often Do You Go To The Movie?
- 7. The Majority of People Have Decreased How Often They Go To The Movies, Blacks Are Decreasing Slightly Less Q: Has There Been A Decrease In How Often You Go To The Movies Over The Past Few Years?
- 8. Price Is The Main Movie Going Barrier For Everyone, For Blacks Lack Of Relevant Movies Is The Second Factor Q: Why Have You Decreased How Often You Go To The Movies?
- 9. Everyone Prefers Comedy, Action & Adventure and Drama Movies, Especially Blacks Q: What Genre of Movies Do You Prefer To See In Theaters?
- 10. Compared To The General Market Blacks Are More Inclined To Bring Children To The Movies Q: With Whom Do You Go To The Movies?
- 11. The General Market Is More Spontaneous When It Comes To Movie Going, Blacks Plan More Q: How Far In Advance Do You Plan To Go To The Movies?
- 12. Blacks Generally Don’t Just Go To The Movies, But Couple With Other Social Activities Q: Complete The Following Statement: For Me, Going To The Movie Is…
- 13. Blacks, More Than The General Public, See Movie Going As A Primarily Social Experience Q: Complete The Following Statement: For Me, Going To The Movies Is…
- 14. …And Over Index When It Comes To Buying Tickets Online Q: How Do You Buy Your Movie Tickets?
- 15. Blacks Tend To Learn About Upcoming Movies Sooner Than The General Market Q: How Far In Advance Do You Learn About New Movies?
- 16. The Majority Of Blacks Learn About New Movies Through Advertising, Previews And Friends Also Play A Role Q: How Do You Learn About New Movies?
- 17. For Blacks, Advertising, Previews and Friends Are The Most Influential In Determining What Move To See; Blogs And Websites Are More Influential For The General Market Q: And Of These, Who/What Is The Most Influential In Determining What Movies You See?
- 18. The Movie Itself Is What Matters When Selecting A Movie To See, Time, Location And Price Aren’t Q: When Selecting A Movie, Which Of The Following Is The Most Influential?
- 19. Most People Say They’re The Ones Who Pick The Movie Q: Ultimately, Who Selects The Movie You See?
- 20. Blacks Over Index When It Comes To Seeing The Movie Opening Night; In General Most People See Movies 2-4 Weeks After Opening Night Q: When Do You See Movies?
- 21. People Prefer To See Movies In The Theater, Then At Home Q: Where Do You Prefer To Watch Movies?
- 22. BACKGROUND
- 23. Q: What Is Your Gender
- 24. Q: How Old Are You
- 25. Q: What Is Your Race or Ethnic Origin (Select All That Apply)
- 26. Q: What Is Your Marital/Relationship Status
- 27. Q: Do You Have Children
- 28. Q: What Is Your Annual Household Income
- 29. Q: How Would You Describe The Location Of Your Primary Residence