Despite making a significant recovery since the arrival of the novel coronavirus virus, the theatrical film business still has much work to do, including vaccine mandates and lowering prices, in order to win back “former filmgoers,” a significant yet less understood segment of the movie-going public, according to a new study released jointly today by three research and cultural insights firms, The Quorum; strategic cultural advisory Cultique; and research, strategy and creative agency Fanthropology.
In a first-of-its-kind study, more than 2,500 pre-pandemic movie-goers were polled nationally in October 2021 about their attitudes about going to the theater. Nearly half of the respondents (49%) said they once went to the theater but no longer do so. This group generated the most interesting insights of potential value to major chains and independent exhibitors, according to the study’s co-authors.
“Theatrical has made an admirable recovery, but future growth depends on understanding and winning back former filmgoers,” said David Herrin, founder and CEO of The Quorum. “The data show that there is an opportunity to gain back filmgoers who are currently on the sidelines, but only by the industry addressing both emerging and long-standing issues. Interestingly, the good news is that the majority of former filmgoers has signaled their willingness to come back.”