A study by Google called “Behind the Box Office: What Influences the Films We See” has found that trailers are by far the biggest determinant of what movies moviegoers chose. While the study come out in favour of YouTube, the infographics still has plenty of interesting facts and conclusions.
Google conducted a study, analyzing nearly two years of search data, to determine what makes frequent moviegoers choose which movies they’ll see. As you may have guessed, the carefully composed missives of yours truly (and my critical brethren) don’t really figure into the equation. But frankly, neither do filmmakers, actors, or even word-of-mouth. No, the biggest influencer is the movie trailer(which might help explain why there’s six or seven of them before every feature nowadays).
The study, which Google conducted with Millward Brown Digital, was focused on “how moviegoers research and choose the films they watch.” Unsurprisingly, they’re trumpeting the prominence of Google-owned YouTube, noting that four out of five moviegoers “use video sites to look for more information about a film” (well, duh). Thirty-nine percent report the official movie trailer influences their decision most — a factor more than three times as important as the runner-up, “information on the cast” (11 percent). “A friend’s opinion” is third (with eight percent). LINK
France – Yet the Google study above is contradicted by another study by the French audio-visual authority CNC, that finds that word-of-mouth is the most important factor, at least amongst youth, but only by a small margin. Young people also tend to decide on the day of the movie visit what film to watch, which sets them apart from the rest of the cinema-going population. Very detailed study that points to clear generation differences and importance of social media.
When asked about the information channels to choose a movie, young people aged 15 to 24 cite, in order of importance, word-of-mouth, oral or via social networks (58.6%), the extracts trailers or seen on television (56.8%), trailers views cinema (56.4%).
Conversely, they are 17.8% cited advertising or articles in the press and 29.4% the criticism in the media, according to studies of the National Film Centre, based on surveys of Médiamétrie or Harris conducted with several thousands of people throughout the year.
The entire population, she favors ads on TV (51.6%) and word-of-mouth (47.5%). 32.5% rely on critical to their choice.
Unsurprisingly, social networks and video sharing sites, like YouTube or Dailymotion, playing a growing role for youth to learn about film releases. LINK