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Sociology of Audiences New Technologies – New Audiences?

Sociology of Audiences New Technologies – New Audiences?. by Elizabeth Prommer University for Film and Television Potsdam Germany. Sociology of Audiences. Content: What do we know about cinema audiences? Cinema Audience in Europe

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Sociology of Audiences New Technologies – New Audiences?

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  1. Sociology of AudiencesNew Technologies – New Audiences? by Elizabeth Prommer University for Film and Television Potsdam Germany

  2. Sociology of Audiences • Content: • What do we know about cinema audiences? • Cinema Audience in Europe • Case study: Comparison General and Independent (Art) Cinema Audiences in Germany • Internet and Movie Attendance • Cinema Audience in 21. Century: Silver / Best Age • New Technologies – New Audiences?

  3. Available Statistics: Box Office : Nielsen EDI, IMBD, www.boxoffivemojo.com Structural Data: EU-Research (Media Program) European Cinema Yearbook Box office, Screens, Screens by population etc. Germany: Regular Panel Data about audiences (GfK) Data for Advertising bookings (Media Analyse in Germany, Screen Digest in UK, US) Film-Institutions in every country, FFA, BFC etc. University Research: e.g. Philippe Meers in Antwerp, Prommer in Potsdam No good data about cinema audiences in Europe for comparisons Examples: Definition of Art-Cinema varies Statistics

  4. European Cinema Audiences

  5. Box office: 5,2 Billion € over 5 Billion €

  6. Admissions

  7. Example: Average Cinema Visits per capita European Cinema Yearbook

  8. All Screens in Europe

  9. Art Cinema Screens EU Art Cinema Data varies, not accurate Definition of Art varies in Germany 12 % share in CH about 12 % share in UK less than 5 % share in France 50 % !!!!! share

  10. Art Cinema Audiences • Case study Germany: • Comparison Art Cinema and General audiences • Reason Germany: Data for Art Cinema Audiences is available trough FFA

  11. Art Audience 2007 Gender: more females 54% more Education 57 % High School (13 yrs) or University less students more singles more older singles income same: 49% over2250 € older!!! General Audience 2007 Gender: 50% to 50% less education 51 % High School (13yrs) or University more students more families income same: 50 % over2250 € younger!! Socio-Structure of Audiences

  12. Age: Art vs. General 2007

  13. Art Cinema Audience no difference in days of the weeks, all prefer Tuesday, Friday, Saturday at 8 pm go more often alone or with partner reserve less tickets82 % do not reserve spend less money on popcorn, food General Audience no difference in days of the weeks: all prefer Tuesday, Friday, Saturday at 8 pm go with friends, seldom alone 13 % reserve online 73 % do not reserve spend more on popcorn and food Cinema Attendance

  14. Frequency Attendance per year

  15. Motives for Attendance • „Why did you choose to see this film?“ Because of… • No differences in most motivesSame for: • Special Effects • Availability of Cinema • Film is topic of discussion • Actors • My company / friends wanted to see it • To do something with friends / Go out

  16. Source of Awareness

  17. Source of Awareness • „What was your source of awareness to this film?“ • No differences in many sources • Same for: • Radio: Advertising and Reports (9%) • TV: Reports (6%) • Print: Advertising (5%) • Posters (6%) • Internet (4% in 2007) (2002: 2 %)

  18. Internet Internet as information platform

  19. HFF Internet Study 2002 • 292 movie attendees in Berlin 2002 • Difference between source of awareness and information • Concentration on internet as source • What do they look at in the internet?

  20. Movie Choice and Internet

  21. Internet

  22. 21. Century • Cinema Audience in 21.Century

  23. Trend in Europe: Change Official German statistics show: • Changing Cinema Audience in Germany • Cinema Audience is getting older • The over 60 years old have doubled in past 5 years from 4 % to 8 % • The younger generation is in decline • Same happens in UK and France (Screen Digest. British Film Council) • Australia

  24. The Change: Germany 50 % under 29 50 % over 30

  25. Australia Aging!!

  26. Reason • Change in age structures in western societies • Less younger, more older people • Next 10 yrs: 47 % over 50 years • 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

  27. Drama Comedy

  28. The Taste of Age • Films with an older audience (FFA) • Over proportion older than 50 years: • Das Leben der Anderen / The Life of Others • 33 % over 60 yrs. (average 8%) • 16 % 50-59 yrs. (average (8%) • 16 % 40-49 yrs. (average 15%) • 14 % 30-39 yrs. (average 19%) • 14 % 20-29 yrs. (average 27%) • 7 % 10-19 yrs. (average 23%) • Drama: plays in former East Germany

  29. The Taste of Age • Films with an older audience (FFA) % over 50 yrs. • Kalender Girls (37%) • The children of Monsieur Mathieu (43%) • Der Untergang /The Downfall: Hitler and the End of the Third Reich (30%) • Die weiße Massai (41 %) • Die Reise der Pinguine (45 %) • Alles auf Zucker (55 %) • Children Movies (26%)

  30. Same tendency in UK

  31. The younger ones liked:

  32. New Technologies – New Audiences? • New Audiences or older audiences? • Art Audience and Age • Age and Taste • Age and Internet

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