Film industry tracking firm The Quorum partnered with brand consulting advisors Cultique and research agency Fanthropology on a study that polled 2,500 consumers who were in the habit of moviegoing prior to the outbreak of the pandemic. Sadly, 49% of those polled have yet to return, citing as their reasons (1) concerns over COVID safety, (2) price sensitivity, and (3) a sense that going to the theatre doesn’t provide a great experience.
The survey’s publishers encourage exhibitors to offer consumers options that would bring down the price of tickets and concessions, perhaps through the more widespread promotion of subscription or rewards programs. The survey also concludes that vaccine mandates would result in a net increase in ticket sales, even at the risk of making some customers feel alienated.
The survey recommends immediate steps be taken to turn the tide. “The clock is ticking. The longer exhibition takes to address these issues, the more likely it is that non-theater-going behavior will be set.” However, a majority of those polled indicated that they would be upset if theatres disappeared and expressed interest in going back to the movies or attending more frequently if these factors were addressed.