A new study into the cinema going habits of people in the APAC region has found that 30 per cent of people arrive late to a film to miss the ads while 37 per cent who do sit through them, ignore them.
However, the study by YouGov wasn’t all bad news for cinema advertising (and again, this was an APAC study not an Australian-specific one). You can read the full study here.
The only category were Aussies excelled was in foreign language films. And by that we mean our hatred of them. Just over a third (35 per cent) of Australians said they’d bother with a film in another language making us the least likely of any APAC country.
Going to the cinema is about more than just the film and adverts are seen by many as integral to the cinematic experience.
Over half of APAC residents (57 per cent) think that ads shown before films help to set the mood.
Nearly two-thirds of respondents (62 per cent) also agree that cinema advertising is a good way to find out about new products and 61 per cent agree that it keeps them up to date with things happening in the local area.
Half of consumers (51 per cent) find cinema advertising more creative and/or entertaining than other forms of advertising and roughly the same amount (50 per cent) also admit to paying more attention to cinema adverts than to TV adverts.
Publicity around a film matters most in China, where 40 per cent of those polled say it is a factor in whether they decide to see a film at the cinema.
Awards nominations, including Oscars, appear to hold little sway with consumers; just 12 per cent say that such nominations influence their decision to see a film.
Much of the hype that surrounds new releases comes from social media, with 65 per cent of consumers finding out about future films this way. However, there is a significant generational gulf between how different ages find out about films; whereas three-quarters of 16-24 year olds (74 per cent) find out about new films via social media just 37 per cent of over 55s do.
By contrast, 41 per cent of over 55s find out about new releases from newspapers compared to just 13 per cent of 16-24 year olds.