Deadline Hollywood reports on a survey on entertainment consumption among US and UK consumers. It found that while 28% of US consumers said that movies were a “frequent source of entertainment” two years ago, the most recent survey shows that figure at 3%. No wonder movie studios are so concerned!
The VP of Global Brand Marketing for Activision summed it up as, “You can’t market your way out of a bad product anymore,” because consumers quickly tell others on social media what they really thought. There are so many other options that if a movie doesn’t sound good, it’s easier and cheaper to watch something at home.
The usual speculation follows in comments about whether the decline is due to poor quality product, movies being too expensive, a bad experience in theaters (talkers, cellphones, ads), or some combination of all of the above. I think a smart way to approach the problem would be to target demographics that still go to the movies, when something is presented they want to see, like older viewers and women, but studio chiefs still seem interested most in chasing the teenage male.