Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Insights and Opportunities
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- Premium popcorn alternatives?
- Food and drink up front
- Look to the US
Market in Brief
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- Stiff competition but cinema fights back
- Hollywood or bust
- And the film is showing at…
- Audience particulars
- Habits and attitudes
Fast Forward Trends
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- Binge On
- What’s it about?
- Observations
- What next?
- Life As Science Fiction
- What’s it about?
- Observations
- What next?
Internal Market Environment
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- Key points
- Box office gold
- Top films in 2006
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- Figure 1: Box office results for the top 20 films released in the UK and RoI in 2006
- Top films in 2007
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- Figure 2: Box office results for the top 20 films released in the UK and RoI in 2007
- Top 20 films of the last decade
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- Figure 3: Top 20 films at the UK box office, 1998-2007
- The piracy problem
- The future is digital
- The disappearing theatrical window
- Little impact as yet
- Whether the weather
Broader Market Environment
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- Key points
- Credit crunch still biting
- The UK’s getting older
- ABs enjoy cinema
- Multicultural Britain
- Foreign films at the UK box office
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- Figure 4: Top five foreign languages at the UK box office, 2006
Competitive Context
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- Key points
- Cinema continues to hold its own
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- Figure 5: Consumer expenditure on selected leisure goods and activities, 2002-07
- DVD vs film vs cinema
- Attitudes towards DVDs and the cinema
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- Figure 6: Attitudes towards films, September 2007
- Who likes to watch where
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- Figure 7: Attitudes towards films, by demographic profile, September 2007
- TV sets getting bigger and better
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- Figure 8: TV set specifications, 2003-07
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- Figure 9: TV type, 2006 and 2007
- Digital channels and extra services
- DTV has something for everyone
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- Figure 10: Reception of satellite, cable or digital TV in the home, by demographic sub-group, 2003-07
- Broadband opens up even more competition
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- Figure 11: Selected activities done through PC in the last 12 months, by demographic sub group, June 2007
Strengths and Weaknesses in the Market
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- Strengths
- Great films
- The might of Hollywood
- Investment activity
- New technology
- Media interest
- Weaknesses
- Intense competition
- Dependent on film quality
- Investment required
- A perception of value
- Piracy
Who’s Innovating?
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- Key points
- Innovative filmmakers lead the way
- An evolutionary Vue
Market Size and Forecast
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- Key points
- Steadily rising turnover despite fluctuating admissions
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- Figure 12: UK cinema market, 2003-13
- Revenues flat in 2004-06
- Recovery apparent in 2007
- Fighting back in the future?
- Population trends could spark downturn in value
- Escalation of ticket costs to hit admissions
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- Figure 13: Increase in current value of cinema sales, 2003-08 and 2008-13
- Figure 14: Increase in real value of cinema sales, 2003-08 and 2008-13
- Factors used in the forecast
Segment Performance
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- Key points
- Additional spend increases ahead of ticket prices
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- Figure 15: Breakdown of UK cinema turnover, 2003-07
- Advertising revenue on the increase
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- Figure 16: Cinema advertising revenue*, 2003-07
- July 2007 – the best month ever
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- Figure 17: UK cinema monthly admissions, 2003-07
- Average sales per site on the increase
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- Figure 18: Trends in UK cinema site and screen numbers, 2003-07
- The multiplex monster keeps on growing
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- Figure 19: UK multiplex development, 1985-2007
- Scotland losing its cinemas
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- Figure 20: Trends in cinema screens, by region, 2003-07
Market Share
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- Key points
- Three majors in the cinema market
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- Figure 21: Cinema operators in the UK, by number of sites and screens, December 2007
- Majors dominate multiplex market
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- Figure 22: Cinema operators in the UK, by number of multiplex sites and screens, December 2007
Brand Communication and Promotion
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- Key points
- Hurray for Hollywood
- Distributors do the lion’s share
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- Figure 23: Main media expenditure, by UK film distributors and cinema exhibitors, 2003-07*
- UK film distributors
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- Figure 24: Media expenditure, by channel, 2005-07
- UK film distributors – top ten advertisers
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- Figure 25: UK film distributors – top ten advertisers, 2003-07*
- UK film distributors – top ten advertisers by channel
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- Figure 26: UK film distributors – top ten advertisers, by channel, 2007
- Examples of promotional initiatives in 2007
- UK cinemas
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- Figure 27: UK cinemas’ media expenditure, by channel, 2005-07
- UK cinemas – top ten advertisers
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- Figure 28: UK cinemas – top ten advertisers, 2003-07
- UK cinemas – top ten advertisers, by channel
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- Figure 29: UK cinemas – top ten advertisers, by channel, 2007
- Examples of promotional initiatives in 2007
Companies and Products
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- Key points
- Major circuits
- Odeon
- Key financials
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- Figure 30: Odeon, key financials for the period ended 31 December 2006
- Developments
- Company strategy and future outlook
- Cineworld
- Key financials
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- Figure 31: Cineworld, key financials, 2006 and 2007
- Developments
- Company strategy and future outlook
- Vue
- Key financials
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- Figure 32: Vue Entertainment Investment Limited, key financials, 2007
- Developments
- Company strategy and future outlook
- Other circuits (50+ screens)
- Showcase Cinemas
- Empire Cinemas
- Apollo Cinemas
- City Screen/Picturehouse
Brand Elements
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- Brand map
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- Figure 33: Attitudes and usage of cinema brands, March 2008
- ODEON
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 34: Attitudes towards the ODEON brand, March 2008
- Cineworld
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 35: Attitudes towards the Cineworld brand, March 2008
- Vue
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 36: Attitudes towards the Vue brand, March 2008
- Showcase
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 37: Attitudes towards the Showcase brand, March 2008
- Picturehouse
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 38: Attitudes towards the Picturehouse brand, March 2008
- Empire Cinemas
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 39: Attitudes towards the Empire Cinemas brand, March 2008
- Apollo
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 40: Attitudes towards the Apollo brand, March 2008
- Brand qualities of cinema brands
- ODEON by far the friendliest and most accessible
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- Figure 41: Word associations of various cinema brands, March 2008
- Experience of cinema brands
- ODEON is most popular; Empire, Apollo and Picturehouse less familiar
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- Figure 42: Consumer usage of various cinema brands, March 2008
- Brand intentions for cinema brands
- All poor consideration, but Odeon has highest retention
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- Figure 43: Intentions of various cinema brands, March 2008
- Brand momentum for cinema brands
- Vue gaining most ground
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- Figure 44: Momentum of various cinema brands, March 2008
- Brand satisfaction for cinema brands
- Vue claims most excellent satisfaction
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- Figure 45: Satisfaction of various cinema brands, March 2008
- Brand commitment to cinema brands
- Cineworld and Vue most preferred and recommended
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- Figure 46: Commitment to various cinema brands, March 2008
- Round up
Frequency of Cinema Visiting
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- Key points
- Almost all 7-14-year-olds are cinema-goers
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- Figure 47: Been to the cinema in the past year – 7-14-year-olds, 2003-07
- Two fifths of 7-10-year-olds have visited in last month
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- Figure 48: When last visited the cinema – 7-10-year-olds, 2007
- Under-20s more likely to be frequent attendees
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- Figure 49: How often 11-14-year-olds and 15-19-year-olds go to the cinema, 2007
- Two thirds of UK adults are cinema-goers
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- Figure 50: Cinema visiting, February 2008
- Age and social class the key determinants
- Are the 45-54s losing interest?
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- Figure 51: Agreement with statement ‘never visit the cinema’, by age and lifestage, 2004-08
- The enthusiasm of youth
- Evidence of less frequent attendance
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- Figure 52: Frequency of cinema attendance, by age, 2004 and 2008
Cinema and Film-watching Habits
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- Key points
- Box office still best for cinema-goers
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- Figure 53: Cinema-going/film-watching habits, February 2008
- Cinema-goers’ habits
- Popcorn favoured by youngsters
- Infrequent attendees show less enthusiasm for the cinema experience
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- Figure 54: Cinema-going/film-watching habits, by frequency of going to the cinema, February 2008
- Refreshments less popular during the week
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- Figure 55: Cinema-going/film-watching habits, by most popular other cinema-going/film-watching habits, February 2008
- Advanced booking could increase concession sales
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- Figure 56: Cinema-going/film-watching habits, by next most popular other cinema-going/film-watching habits, February 2008
Attitudes towards the Cinema
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- Key points
- Kids love the cinema
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- Figure 57: Attitudes towards cinema – 7-19-year-olds, by gender, age, socio-economic group and region, 2007
- A third of cinema-goers would like to go more often
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- Figure 58: Attitudes towards the cinema, by cinema visitors vs non-visitors, February 2008
- A question of value
- Frequent attendees want luxury
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- Figure 59: Attitudes towards the cinema, by frequency of going to the cinema, February 2008
- They buy it but they don’t like it
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- Figure 60: Attitudes towards the cinema, by most popular cinema-going/film-watching habits, February 2008
- Food smugglers don’t like what’s on offer
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- Figure 61: Attitudes towards the cinema, by next most popular cinema-going/film-watching habits, February 2008
- Mixed messages from those that like to wait
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- Figure 62: Attitudes towards the cinema, by most popular other attitudes towards the cinema, February 2008
- Upgrade potential
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- Figure 63: Attitudes towards the cinema, by next most popular other attitudes towards the cinema, February 2008
Cinema Target Groups
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- Key points
- Value For Money (17% of the sample, or 8.5 million adults aged 16+)
- A Chorus of Disapproval (22% of the sample, or 11 million adults aged 16+)
- Once Is Not Enough (13% of the sample, or 6.5 million adults aged 16+)
- Popcorn People (7% of the sample, or 3.5 million adults aged 16+)
- But Not For Me (41% of the sample, or 20.5 million adults aged 16+)
- Value For Money = more frequent visits
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- Figure 64: Frequency of going to the cinema, by cinema target groups, February 2008
- A love of popcorn leads to food purchases
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- Figure 65: Cinema-going/film-watching habits, by cinema target groups, February 2008
- Younger target groups most critical of prices
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- Figure 66: Attitudes towards cinema, by cinema target groups, February 2008
Appendix: Broader Market Environment
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- PDI and consumer expenditure
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- Figure 67: Trends in personal disposable income and consumer expenditure, 2003-13
- Age and lifestage structure of the population
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- Figure 68: Trends in the age structure of the UK population, by gender, 2003-13
- Figure 69: Forecast adult population trends, by lifestage, 2003-13
- Socio-economic structure of the population
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- Figure 70: Forecast adult population trends, by socio-economic group, 2003-13
Appendix: Frequency of Cinema Visiting
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- Figure 71: Frequency of visiting the cinema, by demographic sub-group, February 2008
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Appendix: Cinema and Film-watching Habits
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- Figure 72: Most popular cinema-going/film-watching habits amongst cinema-goers, by demographic sub-group, February 2008
- Figure 73: Next most popular cinema-going/film-watching habits amongst cinema-goers, by demographic sub-group, February 2008
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- Figure 74: Eating and drinking in the cinema, by demographic sub-group, February 2008
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Appendix: Attitudes towards the Cinema
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- Figure 75: Most popular attitudes towards the cinema, by demographic sub-group, February 2008
- Figure 76: Next most popular attitudes towards the cinema, by demographic sub-group, February 2008
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Appendix: Cinema Target Groups
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- Figure 77: Cinema target groups, by demographic sub-group, February 2008
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