Australia and New Zealand’s largest film exhibitor, Event Cinemas, has today released results from the largest survey of cinema-goers. Conducted in April – May 2020, more than 20,000 Australians provided opinions and captured sentiment on returning to cinemas once they reopen.

Overwhelmingly, Australian respondents have verified that they are comfortable returning to cinemas with social distancing measures in place with 94% confirming they intend to return at the same frequency or more.

Survey results have shown that cinema ranked as the top entertainment choice to visit once reopen. 98% of respondents look forward to cinemas reopening, with 83% indicating their intent to return within the first 12 weeks of reopening.

In response to this customer research and current Government restrictions, Event Cinemas will reopen with a custom-built Intelligent Social Distanced Booking system. Unlike the industry-standard checkerboard style seating currently in place globally, Event has developed this new booking technology to enable family and friends to sit together as a group, and automatically distance an entire group from other customers. This ensures the group sits together while blocking seats directly in front and beside them – removing the need to manually shuffle around in cinema and allowing adequate space between guests.

The enhanced Event Cinemas customer experience will include contactless booking and check-in via the Event Cinemas booking website and app, cashless operations on site, multiple hand sanitiser stations, capacity limits where applicable, clear social distancing signage, increased frequency of cleaning with a focus on high touch surfaces, as well as extensive communication on the importance of regular and frequent hand washing. Staff will also undergo training and will follow personal hygiene protocols.

Luke Mackey, Director of Entertainment Australia for Event Cinemas said, “Cinema has stood the test of time for decades and 2020 is no different.

“Our research tells us that there is an overwhelming, pent up demand for people to return to cinemas. This highlights that the cultural importance of cinema has never been greater and like our customers, we are eager to reopen soon so we can continue providing an opportunity to escape in entertainment and have a positive impact on the wellbeing of our communities, which is needed now more than ever.

“While we are yet to confirm a date, we will reopen our doors in conjunction with government directions and when new films are available. This research shows movie-goers will be returning in full force to immerse in entertainment and relish in the longstanding thrill of watching a movie on the big screen with world-class sound – an experience that cannot be replicated.”

Event Hospitality and Entertainment Group CEO, Jane Hastings commented, “Connection to what our customers are thinking and intending across Australia and New Zealand during these unprecedented times has never been more important. As an Australian company, with an immensely valuable database we are in an unrivalled position to connect with local audiences in the hospitality, entertainment and leisure space. There is no doubt customers want to go to the movies, go skiing or snowboarding and travel again. We are human, we want social contact and we cannot wait to welcome everyone back”.

An independent review on the research results was completed by Movio, Pollinate and Deloitte*.

Matthew Liebmann, CEO of Movio said, “Movio have independently reviewed Event’s research and are delighted to be able to endorse both the research methodology and the findings.”

About Event Hospitality and Entertainment
Event Hospitality & Entertainment Limited (EVENT) is a leading entertainment, hospitality and leisure company. Founded in 1910 and headquartered in Sydney, EVENT is at the forefront of the experience economy and delivers over 40 million customer experiences annually. From movies and adventure to travel and dining, EVENT believes that in an increasingly busy world, an outstanding experience can make the day better and create lasting memories.

EVENT owns the largest cinema circuits in Australia, New Zealand and Germany under the brands Event Cinemas, Birch Carroll and Coyle, Cinestar, Greater Union and Moonlight Cinema. EVENT also own and operate more than 60 hotels including Rydges Hotels and Resorts, QT Hotels and Resorts, Atura Hotels and Jucy Snooze. In the leisure space, EVENT operate Australia’s number one ski resort, Thredbo Alpine Resort and one of Australia’s oldest theatres, the State Theatre. The Company also owns a substantial property portfolio.

With over 9,000 employees, the Group shares a passion for creating truly exceptional customer experiences, world class hospitality and continuous innovation. EVENT is committed to protecting and giving back to the communities in which it exists through a focus on sustainability, fundraising and diversity.

EVENT listed on the Australian Securities Exchange (ASX) in 1962 and trades under the ASX code of EVT. It has a market capitalization of $1.2 billion.

About Movio
Movio is the global leader in marketing data analytics and campaign management solutions, revolutionizing the way the film industry interacts with moviegoers. Movio is the world’s most comprehensive source of moviegoer data and has products designed specifically with the challenges of movie marketing in mind. Movie lovers at heart, it’s our mission to connect everyone with their ideal movie. Movio is a company of Vista Group International Ltd (NZX & ASX: VGL).

About Pollinate
Pollinate is an independently owned strategy and research agency with offices in Sydney, Melbourne and Canberra. Research is just one part of how we’ll help grow your business. From brand strategy to ideation and innovation, stakeholder engagement and customer experience, we bring transformative thinking into business & organisations.

About Deloitte
As one of Australia’s leading professional services firms, Deloitte Touche Tohmatsu and its affiliates provide audit, tax, consulting, and financial advisory services through approximately 8,000 people across the country. Focused on the creation of value and growth, and known as an employer of choice for innovative human resources programs, we are dedicated to helping our clients and our people excel.