Digital Natives and Cinema. Prof. Dr. Elizabeth Prommer

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1 Digital Natives and Cinema Panel: The Film Theatre of Tomorrow European Cinemas Conference Athens 203 Prof. Dr. Elizabeth Prommer Director of the Institute for Media Research University of Rostock Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft

2 Key Questions Where. are the good old times? How can we understand the young audience? Are new technologies threatening old technology (cinema)? Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft 2

3 The Digital Natives and Cinema. Short-History of Cinema Audiences 2. The Digital Natives and Viewing Film 3. Getting the Digital Natives into the Movie Theatre Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft 3

4 History of Cinema Audiences Fact: Cinema audiences have always changed s: Golden Years : Cinema as Escape and Propaganda, Escape, WWII Mid 9050s: Peak of cinema attendance 960s-980s: Decline of cinema and cinema attendance Television, mobility, modernity. (news on TV and not in the cinema) Mid 990s-200s: Re-erection of the cinema 203 to Future? Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft 4

5 Observations about cinema audiences: Cinema business is strong Cinema audience has aged Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft 5

6 Cinema Attendance in Europa: Cinema Yearbook Media Salles Box office Admissions Billion Box office Admissions Billion Box office Admissions Billion Box office Admissions Billion D n.a. n.a DK E F Sw UK

7 Aging Cinema Audience in Germany (Source: FFA) plus years years years years 0-9 Years

8 Penetration remains the same over the years Penetration Range of coverage

9 Reason Change in age structure in western societies Less younger, more older people Next 0 yrs.: 47 % over 50 years Aging Cinema Audience in Europe (France, UK) Older Generation in the Cinema Those older people are still active, wealthy and outgoing (Silverliners, Best Agers ) They have a different movie taste Baby-Boomers and Best Agers like political or literary drama They like Art-Cinema Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft 9

10 Art-Cinema Art-Cinema Audience Market share about 650 Million to billion In countries where the art cinema sector is well developed, arthouse films account for 0 to 25 percent of all tickets sold. The arthouse cinema industry: a 00-million-strong audience in Europe (CICAE)

11 Art Cinema vs. (Mainstream) Audience 202 in Germany Source: FFA plus years years years years 0-9 Years 0 Art Cinema Cinema Audience all Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft

12 Conclusion : Why are we so worried? We could be satisfied: revenues rising Society aging older people like art-cinema Everything could be fine But: Could Cinema die out? Like parts of the music industry and dinosaurs? What do young adults and teenagers do? Media use of Digital Natives is changing rapid

13 Source: InternetWorldStatsfor countries of Europe, June 30, 202

14 Right green = Entertainment Use of Internet Use

15 You-Tube Watch films, download, stream Watch tv on demand Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft 5

16 EU-Kids Online EU-Kids Online The EU Kids Online II survey (done in the spring summer of 200) Internet users, were questioned, ages 9-6(approximately 000 internet-users for each country).

17 Cinema vs. Streaming: Study in Rostock people at Art Cinema and Mainstream Cinemas Quota Sample for Cinema Audience 3 Weeks, paper-pencil questionnaire, May-June % of the people also stream movies

18 Cinema vs. Streaming 203

19 Cinema vs. Streaming 203 Reasons for attending the Cinema

20 Cinema vs. Streaming 203 Social Media Marketing is more important for a streaming audience.

21 Why do people stream? It is for free: (8 %) It is convenient (57%) To see cult films (27%) Because people do not like to go to the movies (3%) To be up-to-date (24%) To see movies in original language (24%) No difference in the groups

22 Conclusion Young adults watch film on many platforms It is a more and more situation No substitution Cinema is a social experience, where you watch good movies

23 Key Answers Social Media is key for. word of mouth We still need better comparable data, to understand the audience! No! Cinema is a social experience Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft 23

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