Movie Attendance Study - WikiLeaks

[Pages:12]Movie Attendance Study

2007

Included in this Report.......

Summary

2

Moviegoing

3

Admissions

5

Frequency

6

Ethnicity

11

Summary

? Solymosi Tamas |

Admissions remained stable There were 1.47 billion U.S. admissions, led by ticket purchases among 12-24 year-olds who represent 38% of all admissions. Increases in ticket purchases by the two younger age groups (up 4% and 1%, respectively) was able to offset decreases among the two older age groups (down 7% and 2%, respectively).

Movie attendance dipped slightly in 2007 From mid-July 2006 to mid-July 2007, there were 2% fewer moviegoers than in the same period the previous 12 months. This decrease was primarily led by two age groups - moviegoers 12-24 years old dropped 3% in 2007 while moviegoers 25-39 fell by 7%. Market share among the age groups remained static.

Percent of Moviegoers by Age Group

60+

40-59 13% 12-24

32%

28%

25-39 27%

Percent of Admissions by Age Group

60+ 40-59 9% 24%

25-39 29%

12-24 38%

Both moviegoing and admissions were split evenly between males and females.

Moviegoers went to the movies less frequently There was a shift in market share toward those who go to the movies less than once per month. There were more occasional and non-moviegoers in 2007, while the proportion of those who go infrequently (once or fewer per year) did not change.

Hispanic and Other moviegoers lead the way The average person saw 6.0 movies in the theater in 2007, while the average moviegoer went to 8.5 movies. Hispanic and Other moviegoers continue to see more movies per person than Caucasian moviegoers, though Caucasians still represent the majority of all moviegoers with 65%.

Average Admissions per Moviegoer by Ethnicity

8.5 11.1 10.8

7.9

7.8

Percent of Frequent Moviegoers by Age Group

50-59 60+ 40-49 8% 8% 17%

30-39 17%

25-29 9%

12-24 41%

Total Public

Other Hispanic Caucasian AfricanAmerican

A moviegoer is defined as a person who sees at least one movie in a theater in a twelve month period. A frequent moviegoer is defined as a person who sees at least one movie in a theater per month.

Other ethnicity could include Asian, Native American, multi-ethnic, etc.

2 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years

MPAA 2007 Movie Attendance Study

Moviegoing

? Solymosi Tamas |

172 million people went to the movies in 2007 From the middle of 2006 to the middle of 2007, there were 2% fewer people at movie theaters than the year before. Those 172 million people bought 1.5 billion tickets. The average American went to 6 movies during that time period while the average moviegoer went to 8.5 movies. Both figures have remained constant over the past five years.

1, 500

1, 400

1,289

1, 300

1, 200

162

1, 100

1, 000

1998

1,311

158 1999

1,340 163 2000

Total Moviegoers & Admissions

(millions)

1,339

1,406

1,421

1,470

1,415

1,472

179

176

166 168

169

157

2001 2002 2003 2004 2005 2006

1,470 220

170

172

120

2007

Admissions Moviegoers

9. 0

8.5 8.0

8. 0 7. 5 7. 0

6.5 5.8

6. 0 5. 5 5. 0

1998

8.3 6.0 1999

8.2 6.0 2000

Admissions per Person & per Moviegoer

8.6

8.5

8.5

8.2

8.4

8.4

6.0

6.2

6.1

6.2

5.9

6.1

2001 2002 2003 2004 2005 2006

8.5 6.0 2007

A moviegoer is defined as a person who goes to at least one movie in a theater in a twelve month period. Admissions data is calculated from data sourced to Nielsen EDI and NATO.

per Moviegoer per Person

3 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years

MPAA 2007 Movie Attendance Study

Moviegoers

55

49

50

45

40

34

35

30

31

25

21

20

18

15

16

10

2003

Teens & college ages still dominate There were 48 million teen and college aged moviegoers, 47 million 25-39 year-old moviegoers, and 79 million moviegoers 40 and older in 2007.

? Andres Rodriguez |

Thirtysomethings and fortysomethings swapped for second place again in 2007, with three million more 40-49 yearolds than 30-39 year-olds going to movies in 2007.

Moviegoers by Age Group

(millions)

50

49

50

48

35 33 24

21

17

2004

33 31 22 18 16

2005

33 32 24 22 17

2006

34

31 23 22 16

2007

12-24 25-29 30-39 40-49 50-59 60+

Male Moviegoers by Age Group

30

26 2 5 25

24

(millions)

27

28

28

27

26 25

25

24

25

24

24

23

20

15

10

9

9

10

8

8

5

2003

2004

2005

2006

2007

30

28

26

12-24 24

22

25-39

20

Female Moviegoers by Age Group

(millions)

30

27

28

28

28

26

25

25

26 24

25 24

25

23

23

40-518 9

16

60+ 14

13

12

12

11

12

10

10

2003 2004 2005 2006 2007

2007 Total Moviegoers: 172 million | 2007 Total Admissions: 1.5 billion

4 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years

MPAA 2007 Movie Attendance Study

Admissions

? David Philips |

Younger moviegoers bought more tickets Although there was a relatively even number of moviegoers in the younger age groups in 2006 and 2007, those moviegoers bought more tickets in 2007. At the same time, the older age groups bought fewer tickets in 2007. There was a shift from tickets bought by females in the 12-24 age group to males of the same ages.

650

567

550

Admissions by Age Group

(millions)

567

540

536

450

350

269

250

193

152

150

124

118

50

2003

265

236 145 125 132

2004

239 149 214 134 138

2005

271

242 151 135 137

2006

558

225 223

134 202 130

2007

? Eric Brow |

12-24 25-29 30-39 40-49 50-59 60+

Male Admissions by Age Group

(millions)

Female Admissions by Age Group

(millions)

350

293

300

250

202

200

15 0

165

10 0

48

50

295

191 177 59

276 260

217

212

151

186

296 201 180

56

58

55

300

272

250

270

259

273

246

12-24 200

185

218

206

211 233

25-39

186

15 0

184

172

188

179

40-59

10 0

60+

72

74

78

85

82

50

0

2003

2004

2005

2006

2007

0

2003

2004

2005

2006

2007

2007 Total Moviegoers: 172 million | 2007 Total Admissions: 1.5 billion

5 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years

MPAA 2007 Movie Attendance Study

Frequency

People went to the movies less frequently There were fewer people who go to the movies at least once a month as frequent moviegoers hit a 5-year low in 2007 with just 22% of the population.

Occasional moviegoers picked up the slack With 37% of the U.S. population going to the movies at least twice a year, occasional moviegoers represented 21% of all movie tickets purchased - an all-time high.

40%

36%

35%

30%

27%

25%

25%

20%

15%

11%

10%

2003

Frequency of Moviegoing

35%

34%

34%

29%

28%

28%

26%

24%

24%

13% 2004

13% 2005

11% 2006

37% 29%

22% 12% 2007

Frequent Occasional Infrequent Never

Frequent = at least once per month (12x/year) Occasional = at least once in six months (2-11x/year) Infrequent = less than once in six months

100. 10% 90. 10% 80. 10% 70. 10% 60. 10% 50. 10% 40. 10% 30. 10% 20. 10% 10. 10%

0. 10%

? Marcin Balcerzak |

78%

20% 2% 2003

Admissions by Frequency

81%

82%

80%

77%

17% 2%

2004 Infrequent

16%

18%

21%

1%

2%

2%

2005

2006

2007

Occasional Frequent

2007 Total Frequent Moviegoers: 54 million | 2007 Total Admissions by Frequent Moviegoers: 1.1 billion

6 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years

MPAA 2007 Movie Attendance Study

Frequent Moviegoers

45%

42%

40%

35%

30%

27%

25%

20%

23%

15%

8%

10%

5%

0%

2003

? Andrejs Pidjass |

Younger Moviegoers go the most often Moviegoers 12-24 years old represent 41% of all those who go the to theater at least once a month. Among all teens, 43% of frequent moviegoers are 16 or 17, up from only 35% in 2006.

Frequent Moviegoers by Age

41%

26% 25% 8%

41%

26% 25% 7%

36% 29%

24% 9%

41%

25% 25% 8%

12-24 25-39 40-59 60+

2004

2005

2006

2007

100% 90% 80% 70% 60% 50% 40% 30% 20% 10%

0%

32%

45% 23% 2003

Frequent Teen Moviegoers by Age

35% 39% 26% 2004

36% 31% 33% 2005

35% 37% 28% 2006

43%

31% 26% 2007

16-17 14-15 12-13

Frequent = at least once per month (12x/year)

2007 Total Frequent Moviegoers: 54 million | 2007 Total Admissions by Frequent Moviegoers: 1.1 billion

7 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years

MPAA 2007 Movie Attendance Study

Younger frequent moviegoers are disproportionate to the total population Although 12-24 year-olds represent 22% of the total population in the United States, they represent 27% of all moviegoers and 41% of all frequent moviegoers.

12-24 25-29 30-39 40-49 50-59 60+

Percent of Moviegoers by Age Group

2005 2006 2007 Population

29%

28%

27%

22%

10%

10%

9%

8%

18%

19%

18%

16%

19%

18%

20%

18%

13%

13%

13%

15%

11%

12%

13%

20%

Percent of Moviegoers by Age: 2007

50-59

60+

13%

13%

40-49 20%

30-39 18%

12-24 27%

25-29 9%

? Aaron Kohr |

Percent of Frequent Moviegoers by Age Group

2005

2006

2007

12-24 41%

36%

41%

25-29 11%

11%

9%

30-39 15%

18%

16%

40-49 15%

15%

17%

50-59 10%

9%

8%

60+ 7%

9%

8%

Percent of Frequent Moviegoers by Age: 2007

Frequent = at least once per month (12x/year)

40-49 17%

50-59 60+

8%

8%

30-39 16%

25-29 9%

12-24 42%

2007 Total Frequent Moviegoers: 54 million | 2007 Total Admissions by Frequent Moviegoers: 1.1 billion

8 All statistics throughout represent data from mid-July to mid-July of the following year - not calendar years

MPAA 2007 Movie Attendance Study

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