Movie Attendance Study 2007 Included in this Report... Summary 2 Moviegoing 3 Admissions 5 Frequency 6 Ethnicity 11
Summary Solymosi Tamas Dreamstime.com Admissions remained stable There were 1.47 billion U.S. admissions, led by ticket purchases among year-olds who represent 3 of all admissions. Increases in ticket purchases by the two younger age groups (up 4% and 1%, respectively) was able to offset decreases among the two older age groups (down 7% and 2%, respectively). Movie attendance dipped slightly in 2007 From mid-july 2006 to mid-july 2007, there were 2% fewer moviegoers than in the same period the previous 12 months. This decrease was primarily led by two age groups - moviegoers years old dropped 3% in 2007 while moviegoers -39 fell by 7%. Market share among the age groups remained static. Percent of Moviegoers by Age Group 40-59 32% 13% -39 27% 2 Percent of Admissions by Age Group Hispanic and Other moviegoers lead the way The average person saw 6.0 movies in the theater in 2007, while the average moviegoer went to 8.5 movies. Hispanic and Other moviegoers continue to see more movies per person than Caucasian moviegoers, though Caucasians still represent the majority of all moviegoers with 65%. Average Admissions per Moviegoer by Ethnicity 8.5 40-59 9% 24% 3-39 11.1 29% 10.8 7.9 7.8 Both moviegoing and admissions were split evenly between males and females. Moviegoers went to the movies less frequently There was a shift in market share toward those who go to the movies less than once per month. There were more occasional and non-moviegoers in 2007, while the proportion of those who go infrequently (once or fewer per year) did not change. Percent of Frequent Moviegoers by Age Group 40-49 17% 30-39 17% 50-59 -29 9% 41% Total Public Other Hispanic Caucasian African- American A moviegoer is defined as a person who sees at least one movie in a theater in a twelve month period. A frequent moviegoer is defined as a person who sees at least one movie in a theater per month. Other ethnicity could include Asian, Native American, multi-ethnic, etc. 2 All statistics throughout represent data from mid-july to mid-july of the following year - not calendar years
Moviegoing Solymosi Tamas Dreamstime.com 172 million people went to the movies in 2007 From the middle of 2006 to the middle of 2007, there were 2% fewer people at movie theaters than the year before. Those 172 million people bought 1.5 billion tickets. The average American went to 6 movies during that time period while the average moviegoer went to 8.5 movies. Both figures have remained constant over the past five years. Total Moviegoers & Admissions 1, 500 1, 400 1, 300 1, 200 1, 100 1,289 162 1,311 158 1,340 1,339 163 157 1,406 1,421 166 168 1,470 179 1,415 169 1,472 1,470 176 172 220 170 Admissions Moviegoers 1, 000 1998 1999 2000 2001 2002 120 Admissions per Person & per Moviegoer 9. 0 8. 5 8.0 8.3 8.2 8.6 8.5 8.5 8.2 8.4 8.4 8.5 8. 0 7. 5 7. 0 6. 5 6. 0 5.8 6.0 6.0 6.0 6.2 6.1 6.2 5.9 6.1 6.0 per Moviegoer per Person 5. 5 5. 0 1998 1999 2000 2001 2002 A moviegoer is defined as a person who goes to at least one movie in a theater in a twelve month period. Admissions data is calculated from data sourced to Nielsen EDI and NATO. 3 All statistics throughout represent data from mid-july to mid-july of the following year - not calendar years
Moviegoers Andres Rodriguez Dreamstime.com Teens & college ages still dominate There were 48 million teen and college aged moviegoers, 47 million -39 year-old moviegoers, and 79 million moviegoers 40 and older in 2007. Thirtysomethings and fortysomethings swapped for second place again in 2007, with three million more 40-49 yearolds than 30-39 year-olds going to movies in 2007. 55 50 Moviegoers by Age Group 49 50 49 50 48 45 40 35 30 20 15 10 34 35 33 33 34 33 31 32 31 31 24 24 21 22 23 21 18 18 22 22 16 17 16 17 16-29 30-39 40-49 50-59 30 20 Male Moviegoers by Age Group 27 28 28 26 26 27 24 24 24 24 23 30 28 26 24 22-39 Female Moviegoers by Age Group 30 27 26 24 28 28 26 23 28 24 23 20 15 10 8 9 8 9 10 40-59 18 16 14 12 10 12 11 13 12 5 10 2007 Total Moviegoers: 172 million 2007 Total Admissions: 1.5 billion 4 All statistics throughout represent data from mid-july to mid-july of the following year - not calendar years
Admissions David Philips Dreamstime.com Younger moviegoers bought more tickets Although there was a relatively even number of moviegoers in the younger age groups in 2006 and 2007, those moviegoers bought more tickets in 2007. At the same time, the older age groups bought fewer tickets in 2007. There was a shift from tickets bought by females in the age group to males of the same ages. 650 550 567 567 Admissions by Age Group 540 536 558 Eric Brow Dreamstime.com 450 350 0 15 0 50 269 265 271 239 2 193 236 223 214 242 152 145 149 151 202 134 124 1 132 138 134 135 137 118 130-29 30-39 40-49 50-59 Male Admissions by Age Group Female Admissions by Age Group 350 300 0 200 15 0 10 0 293 295 202 191 165 177 48 59 276 217 151 56 260 212 186 58 296 201 180 55 300 0 200-39 15 0 40-59 10 0 272 270 273 9 246 218 206 211 185 233 184 186 172 188 179 72 74 78 85 82 50 50 0 0 2007 Total Moviegoers: 172 million 2007 Total Admissions: 1.5 billion 5 All statistics throughout represent data from mid-july to mid-july of the following year - not calendar years
Frequency People went to the movies less frequently There were fewer people who go to the movies at least once a month as frequent moviegoers hit a 5-year low in 2007 with just 22% of the population. Occasional moviegoers picked up the slack With 37% of the U.S. population going to the movies at least twice a year, occasional moviegoers represented 21% of all movie tickets purchased - an all-time high. Frequency of Moviegoing 40% 36% 27% 2 34% 34% 29% 2 37% 29% Frequent Occasional 20% 15 % 10 % 24% 26% 24% 22% 11% 13% 13% 11% 12% Infrequent Never Frequent = at least once per month (12x/year) Occasional = at least once in six months (2-11x/year) Infrequent = less than once in six months Admissions by Frequency 100. 10% 90. 10% 80. 10% 70. 10% 60. 10% 7 81% 82% 80% 77% Marcin Balcerzak Dreamstime.com 50. 10% 40. 10% 30. 10% 20. 10% 10. 10% 0. 10% 20% 17% 16% 1 21% 2% 2% 1% 2% 2% Infrequent Occasional Frequent 2007 Total Frequent Moviegoers: 54 million 2007 Total Admissions by Frequent Moviegoers: 1.1 billion 6 All statistics throughout represent data from mid-july to mid-july of the following year - not calendar years
Frequent Moviegoers Andrejs Pidjass Dreamstime.com Younger Moviegoers go the most often Moviegoers years old represent 41% of all those who go the to theater at least once a month. Among all teens, 43% of frequent moviegoers are 16 or 17, up from only in 2006. Frequent Moviegoers by Age 45% 40% 20% 15% 10% 5% 42% 41% 41% 23% 36% 41% 29% 27% 26% 26% 24% 7% 9% -39 40-59 0% Frequent Teen Moviegoers by Age 100% 90% 80% 32% 36% 43% 70% 60% 16-17 50% 40% 45% 39% 31% 37% 31% 14-15 12-13 20% 10 % 23% 26% 33% 2 26% 0% Frequent = at least once per month (12x/year) 2007 Total Frequent Moviegoers: 54 million 2007 Total Admissions by Frequent Moviegoers: 1.1 billion 7 All statistics throughout represent data from mid-july to mid-july of the following year - not calendar years
Younger frequent moviegoers are disproportionate to the total population Although year-olds represent 22% of the total population in the United States, they represent 27% of all moviegoers and 41% of all frequent moviegoers. Percent of Moviegoers by Age Group 2005 2006 2007 Population 29% 2 27% 22% -29 10% 10% 9% 30-39 1 19% 1 16% 40-49 19% 1 20% 1 50-59 13% 13% 13% 15% 11% 12% 13% 20% Aaron Kohr Dreamstime.com Percent of Moviegoers by Age: 2007 40-49 20% 50-59 13% 30-39 1 13% -29 9% 27% Percent of Frequent Moviegoers by Age Group 2005 2006 2007 41% 36% 41% -29 11% 11% 9% 30-39 15% 1 16% 40-49 15% 15% 17% 50-59 10% 9% 7% 9% Percent of Frequent Moviegoers by Age: 2007 40-49 17% 50-59 42% 30-39 16% -29 Frequent = at least once per month (12x/year) 9% 2007 Total Frequent Moviegoers: 54 million 2007 Total Admissions by Frequent Moviegoers: 1.1 billion 8 All statistics throughout represent data from mid-july to mid-july of the following year - not calendar years
Parents and single moviegoers go the most often Moviegoers who live with children go to the movies more often than those without children in the home. Single moviegoers go more often than married moviegoers (Note: this does not take single parents into account). Pavel Losevsky Dreamstime.com 40% Frequent Moviegoers by Household Composition 32% 32% 20% 15 % 27% 2 24% 29% 26% 22% 23% 23% 23% 20% 20% 1 With Children (17 and younger) With Teenagers (12-17) No Children Frequent Moviegoers by Marital Status 31% 29% 2 27% 23% 24% 23% 21% 19% 17% 15% 21% 22% 19% 22% 17% Married Single Frequent = at least once per month (12x/year) Does not include teen respondents 2007 Total Frequent Moviegoers: 54 million 2007 Total Admissions by Frequent Moviegoers: 1.1 billion 9 All statistics throughout represent data from mid-july to mid-july of the following year - not calendar years
Most moviegoers make better than $50K per year Most people who see at least one movie a year in the theater make $50,000 or more per year. Further, three-quarters of all moviegoers make at least $35,000 per year. 100.40% Income of Moviegoers max blain Dreamstime.com 90.40% 80.40% 70.40% 50% 52% 50% 56% 54% $50,000 and over 60.40% 50.40% 40.40% 30.40% 20.40% 10.40% 0.40% 1 17% 20% 20% 21% 13% 16% 12% 11% 11% 11% 9% 10% 7% 6% 6% 6% $35,000 to $49,999 $,000 to $34,999 $15,000 to $24,999 Under $15,000 Frequent moviegoers also make better than $50K per year The household income makeup of those who see a movie in the theater at least once a month mirrors that of total moviegoers, with slightly more dependence on the $35K and over segments. In 2007, there was a shift towards those frequent moviegoers who make between $15K and $35K. Income of Frequent Moviegoers 100.40% 90.40% 80.40% 70.40% 60.40% 50.40% 40.40% 30.40% 20.40% 10.40% 0.40% 52% 56% 56% 57% 5 16% 17% 17% 23% 19% 14% 14% 10% 9% 11% 11% 7% 10% 7% 7% 6% 7% 4% 4% $50,000 and over $35,000 to $49,999 $,000 to $34,999 $15,000 to $24,999 Under $15,000 Frequent = at least once per month (12x/year) 2007 Total Frequent Moviegoers: 54 million 2007 Total Admissions by Frequent Moviegoers: 1.1 billion 10 All statistics throughout represent data from mid-july to mid-july of the following year - not calendar years
Ethnicity Hispanics went to more movies in 2007 With more Hispanic moviegoers than in 2006, this group was responsible for buying 297 million tickets (up 24%) and 10.8 tickets per person (up 17%) in 2007. Despite a declining number of moviegoers and admissions, Caucasians still represent the largest group of moviegoers with 115 million people (67%). Noriko Cooper Dreamstime.com Moviegoers by Ethnicity Caucasian 118 127 113 120 115 Hispanic 23 26 28 African-American 20 22 21 20 19 Other 9 9 10 10 10 African-Americans dipped Not only were there fewer African-Americans that went to the movies in 2007, but they also bought fewer tickets and went to fewer movies each. Admissions by Ethnicity Caucasian 918 942 879 936 909 Hispanic 224 301 271 240 297 African-American 199 143 181 195 150 Other 90 84 84 101 115 Admissions per Moviegoer by Ethnicity Caucasian 7.8 7.5 7.8 7.8 7.9 Hispanic 9.9 12.1 10.8 9.2 10.8 African-American 9.8 6.6 8.6 10.0 7.8 Other 9.1 9.4 8.1 9.7 11.1 Other Ethnicities grew Moviegoers of various ethnicities (i.e. Asian, multi-ethnic, Native American, etc.) went to more movies each than any other ethnicity, seeing 11.1 movies each in 2007. Survey is conducted only in English 2007 Total Moviegoers: 172 million 2007 Total Admissions: 1.5 billion 11 All statistics throughout represent data from mid-july to mid-july of the following year - not calendar years
African-American moviegoers went to the theater less frequently in 2007 Although there were fewer frequent moviegoers among all ethnicities, African-Americans are the only ones to lose market share, due to a 43% drop in the number of moviegoers. Ethnicity of Moviegoers Hispanic 1 African- American 9% Other Caucasian 65% Ethnicity of Frequent Moviegoers Caucasian 63% 66% 60% 63% 65% Hispanic 16% 20% 20% 17% 1 African- American 14% 10% 13% 13% 9% Other 7% 5% 7% 7% Noriko Cooper Dreamstime.com Frequent Moviegoers by Ethnicity Frequent Moviegoer Admissions by Ethnicity 60% 55% 95% 92% 55% 50% 45% 40% 47% 45% 42% 33% 39% 36% 31% 44% 3 36% 46% 45% 42% 44% 36% 26% 90% 85% Caucasian 80% Hispanic 75% African- American 70% Other 65% 84% 76% 87% 82% 81% 81% 81% 75% 76% 87% 86% 86% 84% 83% 80% 74% 71% Frequent = at least once per month (12x/year) Survey is conducted only in English 2007 Total Frequent Moviegoers: 54 million 2007 Total Admissions by Frequent Moviegoers: 1.1 billion 12 All statistics throughout represent data from mid-july to mid-july of the following year - not calendar years