Millennials movies marketing

Annalect Research: Now Showing: Millennials’ Movie-Going Experience

Click here to download the full report

Millennials dominate the movie-going scene, as the largest frequent movie-goer cohort.

And studios have been taking notice of just how invested this generation is in the overall movie viewing experience, leveraging Millennials’ passions for movies and movie franchises. For these reasons and more, Annalect Research and Outdoor Media Group partnered with National CineMedia (NCM) to explore and gain insight into the movie-going attitudes and behaviors of Millennials. The proprietary research study is available for download below.

Through a national survey, we spoke with Millennial movie-goers who attend movies more than once a year, and asked them questions to gain insight into the following themes about Millennials and movies: What is the significance of going to see movies, how does “fear of missing out” (FOMO) drive them to stay current with movies (as a means of keeping up with what their friends will be talking about), how are they influenced in their decisions about which movies to see, and how do they use social media as part of their movie-going experience?

Some highlights of our research findings include:

  • Millennials on the whole have a strong affinity for movies and are big fans of movie franchises, which are the two biggest drivers of Millennials’ theater attendance
  • Trailers (online and off-line) are the most influential source for Millennials’ decisions about which movies to see
  • Movie-going is part of a larger social experience that extends beyond the theater, even though it is the in-theater experience that satisfies their need for instant gratification
  • Social media plays an important role for Millennials in their movie-going experience, with Facebook and YouTube serving as the most popular platforms for their recommendations and comments

2 comments

Very accurate article, especially the last point where “Social media plays an important role for Millennials in their movie-going experience, with Facebook and YouTube serving as the most popular platforms for their recommendations and comments”. I used to rely on RottenTomatoes (and sometimes, IMDB) before planning a visit to the theater. However, in the last few years, these websites quickly lost their influence on me when I read critics’ ratings/comments that were completely irrelevant and unrelated to the actual content of the movie, such as “Terrible and waste of money! Even a slice of bread could make a better movie!!” So now, I rely on Facebook and friends to give me recommendations about whether I should/should not go see a specific movie.

Good point – I agree with the change in how people (incl millenials) make decisions to see movies. Trailers still make up the majority cause of driving audiences to see a movie. Its the reason we built MOVIEQU, which allows you to recognize the trailers you are watching using sound – helping you remember the movies you want to see!

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