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 29..203 Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft
Key Questions Where. are the good old times? How can we understand the young audience? Are new technologies threatening old technology (cinema)? 29..203 Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft 2
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 29..203 Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft 3
History of Cinema Audiences Fact: Cinema audiences have always changed 90-930s: Golden Years 930-945: 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? 29..203 Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft 4
Observations about cinema audiences: Cinema business is strong Cinema audience has aged 29..203 Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft 5
Cinema Attendance in Europa: Cinema Yearbook Media Salles 989 995 2005 202 Box office Admissions Billion Box office Admissions Billion Box office Admissions Billion Box office Admissions Billion D n.a. n.a. 629 678 24 755 989 27 033 029 35 DK 44 943 0 49 70 8 05 483 2 46 33 4 E 23 963 78 30 333 94 634 95 28 595 220 9 F 534 500 2 703 80 30 024 37 74 295 000 204 Sw 5 475 20 00 470 5 9 538 5 2 494 8 UK 262 24 90 43 452 4 23 595 65 346 649 72
Aging Cinema Audience in Germany (Source: FFA) 20 00 80 60 40 20 60 plus 50-59 years 40-49 years 30-39 years 20-29 years 0-9 Years 0 993 997 2002 2007 202
Penetration remains the same over the years Penetration Range of coverage
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 29..203 Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft 9
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)
Art Cinema vs. (Mainstream) Audience 202 in Germany Source: FFA 20 00 80 60 40 20 60 plus 50-59 years 40-49 years 30-39 years 20-29 years 0-9 Years 0 Art Cinema Cinema Audience all 29..203 Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft
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
Source: InternetWorldStatsfor countries of Europe, June 30, 202
Right green = Entertainment Use of Internet Use
You-Tube Watch films, download, stream Watch tv on demand 29..203 Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft 5
EU-Kids Online EU-Kids Online The EU Kids Online II survey (done in the spring summer of 200) 25.42 Internet users, were questioned, ages 9-6(approximately 000 internet-users for each country).
Cinema vs. Streaming: Study in Rostock 203 465 people at Art Cinema and Mainstream Cinemas Quota Sample for Cinema Audience 3 Weeks, paper-pencil questionnaire, May-June 203 55% of the people also stream movies
Cinema vs. Streaming 203
Cinema vs. Streaming 203 Reasons for attending the Cinema
Cinema vs. Streaming 203 Social Media Marketing is more important for a streaming audience.
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
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
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 29..203 Prof. Dr. Elizabeth Prommer Lehrstuhl für Kommunikations- und Medienwissenschaft 23