Surveys asking people how they feel about moviegoing are worthless unless all the respondents are moviegoers.
Typically, media polls asking how the public feels about pandemic era moviegoing don’t specify how many of those people actually go to see movies. Answers from those who aren’t moviegoers aren’t helpful because they wouldn’t have gone to cinemas even if the Delta Variant wasn’t playing now.
A survey that stands out for its validity is the one just done jointly by cinema advertising giants Screenvision Media & National CineMedia. Their poll of 1,311 moviegoers, conducted from 7/29 – 8/2, produced data pointing to a brighter future for exhibition than Wall Street and some media outlets would have us believe.
Their research found:
- Nearly 80% of moviegoers are not overly concerned with DV.
- 82% of moviegoers are fully vaccinated vs. the 61% national average then.
- 87% of moviegoers have seen a movie in a theatre this year.
- 87% plan to return to the movies between August & year-end.
Among the upcoming late summer releases at the time of the study were: FREE GUY, CANDYMAN & SHANG-CHI AND THE LEGEND OF THE TEN RINGS (pictured).