After too much time spent in the confines of work and home, Australians are currently seeking a ‘third space’ where they can break free and once again enjoy social entertainment experiences. Offering anticipation, escape and immersion in one, cinema is their perfect draw card.
Recent research commissioned by Val Morgan has uncovered a brand-new post lockdown audience segment, dubbed ‘The Great Escapers.’ They are young with high household income and are far more positive towards society, brands, and the future than other groups.
Tasked with examining the current mindset of cinemagoers, independent research firm The Owl Insights has revealed that the desire for out of home experiences is stronger than ever. The research saw upwards of 1,000 Australians surveyed and included responses from both regular cinema goers and the public about their current attitudes toward entertainment experiences.
“There are certainly a wide range of moods and mindsets in response to such a profound event as COVID-19. Encouragingly, the research highlights that people’s response is not all negative, and that those with the most positive outlook, most open to what brands have to say, and most willing and able to make big purchase decisions are also the first to come back to cinema,” Matthew Sandwell, Director at The Owl Insights said.
Cinema plays a key role in the current craving for freedom and indulgence. 76 per cent of Australians are missing the opportunity to go to the cinema, and up to 94 per cent expressed the intention to go the cinema as often, or more frequently, than they did before lockdown.
“The foundations of the cinema experience are stronger than ever, with audiences keen to escape and immerse themselves in different worlds. This study has affirmed that Australians have a love for cinema that is not going anywhere, and as such, the benefits to advertisers are arguably more appealing than ever before,” Mr Guy Burbidge, Managing Director Val Morgan said.
“Our current thirst for ‘the third space’ – beyond the limits of the home and workplace – is clear. Alternate entertainment options such as SVOD, BVOD and FTA TV have played their role during lockdown, however the research highlights several of their shortcomings. Audiences do not feel the same sense of anticipation or indulgence that a trip to the cinema brings. In fact, ‘The Great Escapers’ are wanting to watch less FTA TV moving forward and with their in-home AV preference being SVOD and ad-free, makes them notoriously hard to reach for advertisers.”
“In contrast, cinema consistently delivers a higher quality, more immersive, engaging, memorable environment where brands can tell their story. With the unbeatable mix of the big screen, unrivalled sound quality and a captive audience, cinema is amongst the most powerful mediums for brands to connect with quality audiences.”
Cinema has been proven to deliver lasting resonance among audiences, far ahead of other media channels. Per media dollar invested, cinema delivers 2x the motivation to purchase than TV and 1.3x that of digital video*. It also drives key long-term brand metrics, including equity, image, and consideration, contributing well above its relative share of investment.
“Right now, ‘The Great Escapers’ offer brands a real opportunity to make an impact amongst a highly engaged set of open and optimistic consumers who have a desire to spend. They are a young positive, affluent and powerful audience, who are extremely valuable to advertisers,” Burbidge said.
