Table of Contents
Executive Summary
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- The market
- Sluggish growth expected to continue
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- Figure 1: Total US retail sales and fan chart forecast of movie theaters, at current prices, 2009-19
- Market drivers
- Buzz and exclusivity drive viewers into theaters
- Movies still present an affordable night out
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- Figure 2: Average movie ticket cost, at current prices, 2009-14
- Home theater equipment (and content?) approach cinema quality
- Leading companies
- The consumer
- Pool of moviegoers shrinking
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- Figure 3: Past six month movie visitation, by gender and age, August 2014
- More people prefer watching movies at home; cost is a top barrier
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- Figure 4: Venue preference to watch movies, August 2014
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- Figure 5: Barriers to more frequent movie attendance, August 2014
- Frequent moviegoers important to the bottom line
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- Figure 6: Services worth a price premium, by all and frequent moviegoers, August 2014
- Moviegoers are eager for more premium services
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- Figure 7: Average amount willing to pay for premium service (excluding zeros), August 2014
- What we think
Issues and Insights
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- How high can ticket prices go?
- The issues:
- The implications:
- Why should viewers go to the movies when they are already paying for multiple video subscriptions at home?
- The issues:
- The implications
- Will new media channels erode movies’ core demographic?
- The issues:
- The implications:
Trend Application
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- Trend: Sense of the Intense
- Trend: Old Gold
- Mintel Futures: Access Anything Anywhere
Market Size and Forecast
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- Key points
- Total movie theater revenues stagnant
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- Figure 8: Total US movie theater revenues and forecast, at current prices, 2009-19
- Figure 9: Total US sales of movie sales and rentals, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 10: Total US retail sales and fan chart forecast of movie theaters, at current prices, 2009-19
Segment Performance Overview
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- Key points
- Admissions driving revenue growth for theaters
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- Figure 11: Total US movie theater revenues, at current prices, by segment, 2012-14
Segment Performance – Box Office Admissions
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- Key points
- Declining attendance to limit admissions growth
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- Figure 12: Total US retail sales and forecast of box office admissions, at current prices, 2009-19
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- Figure 13: Total US sales of movie sales and rentals, at inflation-adjusted prices, 2009-19
Segment Performance – Concessions
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- Key points
- Concession sales grow despite attendance declines
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- Figure 14: Total US retail sales and forecast of concessions, at current prices, 2009-19
- Figure 15: Total US sales of concessions, at inflation-adjusted prices, 2009-19
Segment Performance – Advertising
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- Key points
- Advertising now a mature market
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- Figure 16: Total US retail sales and forecast of advertising, at current prices, 2009-19
- Figure 17: Total US sales of advertising, at inflation-adjusted prices, 2009-19
Market Drivers
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- Key points
- Buzz and exclusivity
- Changes to release window crimp exclusivity
- Key analysis: The potential of independent production
- A night out
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- Figure 18: Average movie ticket cost, at current prices, 2009-14
- Figure 19: Average movie ticket cost, at inflation-adjusted prices, 2009-14
- 3D loses pop
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- Figure 20: Preference for 3D, April 2010-June 2014
Competitive Context
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- Key points
- The home video challenge
- Face off with 2K, 4K, and 8K
- Best seats in the house
- Golden age makes TV content competitive
- One month of Netflix = a single movie ticket
- Key analysis: Future of home video and theatrical release intertwined
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- Figure 21: Barriers to more frequent movie attendance, by visitation frequency, August 2014
Leading Companies
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- Key points
- AMC loses share but increases profits
- Regal retains top market share
- AMC leads in growth of revenues per screen
- Cinemark gains share through acquisitions
- Carmike sees whopping 34.5% two-year growth
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- Figure 22: US box office revenues, by theater exhibitor, 2011 and 2013
- Regal casts a wide net; AMC sticks to most profitable markets
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- Figure 23: Selected statistics for major US theater exhibitors, 2013, as ex
Innovations and Innovators
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- The living room comes to the multiplex
- Reserved seating: soon to be a “prerequisite”?
- Dine-in theaters
- AMC covers its bases with a range of dining concepts
- Other exhibitors start small with dine-in theaters
Marketing Strategies
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- Overview
- Loyalty programs
- Social media and online presence
- Mobile apps
- Other promotions and special events
Attendance
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- Key points
- Smaller audience begets changes in strategies
- Key analysis: TV and home video in leadership roles
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- Figure 24: Past six month movie attendance, May 2006-June 2014
- Moviegoing most common among parents and 18-34s
- Key analysis: Taking a second look at over-45s
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- Figure 25: Past six month movie visitation, by demographics, August 2014
- Evidence of elasticity in attendance record
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- Figure 26: Past six month movie visitation, by household income, August 2014
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- Figure 27: Barriers to more frequent movie attendance, by venue preference, August 2014
- One in four moviegoers attend at least monthly
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- Figure 28: Past six month movie visitation, August 2014
- Highest attendance seen among 25-34s and young men 18-34
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- Figure 29: Past six month movie visitation, by demographics, August 2014
- Women feeling the pinch of ticket costs
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- Figure 30: Barriers to more frequent movie attendance, by gender and age, August 2014
Teen Moviegoing
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- Key points
- Moviegoing less important to today’s teens
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- Figure 31: Teens' spending money, January 2007-December 2013
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- Figure 32: Teens' attitudes toward TV and the movies, January 2007-December 2013
- Figure 33: Teens' attitudes toward TV and the movies, by gender and age, November 2012-December 2013
Preference for Viewing Location
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- Key points
- Home edging out movie theaters as preferred viewing location
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- Figure 34: Venue preference to watch movies, August 2014
- Women more selective about which movies they see in the theater
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- Figure 35: Venue preference to watch movies, by demographics, August 2014
Desired Theater Attributes – Viewing Experience
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- Key points
- Price top reason to choose a less convenient movie theater
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- Figure 36: Reasons to choose a less convenient movie theater, August 2014
- Men 18-34 most likely to value sound and picture quality
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- Figure 37: Reasons to choose a less convenient theater – Viewing experience (have gone or would go), by gender and age, August 2014
- More high-income moviegoers choose a better viewing experience
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- Figure 38: Reasons to choose a less convenient theater – Viewing experience (have gone or would go), by household income, August 2014
Desired Theater Attributes – Environment, Convenience
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- Key points
- Women 55+ value cleaner theaters
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- Figure 39: Reasons to choose a less convenient theater – Environment and convenience (have gone or would go), by gender and age, August 2014
- People of all incomes seek a better theater environment
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- Figure 40: Reasons to choose a less convenient theater – Environment and convenience (have gone or would go), by household income, August 2014
Desired Theater Attributes – Concessions
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- Key points
- Young adults enthusiastic about dine-in theaters
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- Figure 41: Reasons to choose a less convenient theater – Concessions (have gone or would go), by age, August 2014
- Better concessions options could succeed at all price ranges
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- Figure 42: Reasons to choose a less convenient theater – Concessions (have gone or would go), by household income, August 2014
Desired Attributes – Prices
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- Key points
- Bargain tickets could drive more frequent moviegoing among women
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- Figure 43: Reasons to choose a less convenient theater – Prices (have gone or would go), by gender and age, August 2014
- Loyalty programs have missed opportunity with lower-income moviegoers
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- Figure 44: Reasons to choose a less convenient theater – Prices (have gone or would go), by household income, August 2014
Services Worth Paying a Premium
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- Key points
- Better seating worth a premium for most moviegoers
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- Figure 45: Services worth a price premium, August 2014
- Men 18-34 best market for premium-priced features
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- Figure 46: Services worth a price premium, by gender and age, August 2014
- Can 4D be the next 3D?
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- Figure 47: Services worth a price premium – Average (excluding zero's), by gender and age, August 2014
Impact of Race/Hispanic Origin
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- Key points
- Hispanics most likely to be moviegoers
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- Figure 48: Past six month movie visitation, by race and Hispanic origin August 2014
- Asian and Hispanic moviegoers see 25% more movies than average
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- Figure 49: Past six month movie visitation, by demographics, August 2014
- Blacks and Hispanics willing to pay more
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- Figure 50: Services worth a price premium, by race/Hispanic origin, August 2014
- Hispanics head for theaters with lower costs
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- Figure 51: Reasons to choose a less convenient theater – Prices (have gone or would go), by race/Hispanic origin, August 2014
Custom Consumer – The Frequent Attendee
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- Key points
- Frequent attendees see value in premium offerings
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- Figure 52: Services worth a price premium, by visitation frequency, August 2014
- Frequent attendees more willing to go out of their way
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- Figure 53: Reasons to choose a less convenient theater – Viewing experience (have gone or would go), by visitation frequency, August 2014
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- Figure 54: Reasons to choose a less convenient theater – Environment and convenience (have gone or would go), by visitation frequency, August 2014
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- Figure 55: Reasons to choose a less convenient theater – Concessions (have gone or would go), by visitation frequency, August 2014
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- Figure 56: Reasons to choose a less convenient theater – Prices (have gone or would go), by visitation frequency, August 2014
Appendix – Other Useful Consumer Tables
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- Movie theaters visited
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- Figure 57: Movie theaters visited, April 2013-June 2014
- Desired theater attributes: Viewing experience
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- Figure 58: Reasons to choose a less convenient theater – Viewing experience (have gone or would go), by gender, August 2014
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- Figure 59: Reasons to choose a less convenient theater – Viewing experience (have gone or would go), by age, August 2014
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- Figure 60: Reasons to choose a less convenient theater – Viewing experience (have gone or would go), by race/Hispanic origin, August 2014
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- Figure 61: Reasons to choose a less convenient theater – Viewing experience (have gone or would go), by venue preference, August 2014
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- Figure 62: Reasons to choose a less convenient theater – Viewing experience (have gone or would go), by would pay extra for something, August 2014
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- Figure 63: Reasons to choose a less convenient theater – Viewing experience (have gone or would go), by viewing experience-have gone, August 2014
- Desired theater attributes: Environment and convenience
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- Figure 64: Reasons to choose a less convenient theater – Environment and convenience (have gone or would go), by gender, August 2014
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- Figure 65: Reasons to choose a less convenient theater – Environment and convenience (have gone or would go), by age, August 2014
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- Figure 66: Reasons to choose a less convenient theater – Environment and convenience (have gone or would go), by race/Hispanic origin, August 2014
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- Figure 67: Reasons to choose a less convenient theater – Environment and convenience (have gone or would go), by venue preference, August 2014
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- Figure 68: Reasons to choose a less convenient theater – Environment and convenience (have gone or would go), by would pay extra for something, August 2014
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- Figure 69: Reasons to choose a less convenient theater – Environment and convenience (have gone or would go), by viewing experience-have gone, August 2014
- Desired theater attributes: Concessions
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- Figure 70: Reasons to choose a less convenient theater – Concessions (have gone or would go), by gender, August 2014
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- Figure 71: Reasons to choose a less convenient theater – Concessions (have gone or would go), by age, August 2014
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- Figure 72: Reasons to choose a less convenient theater – Concessions (have gone or would go), by gender and age, August 2014
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- Figure 73: Reasons to choose a less convenient theater – Concessions (have gone or would go), by race/Hispanic origin, August 2014
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- Figure 74: Reasons to choose a less convenient theater – Concessions (have gone or would go), by venue preference, August 2014
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- Figure 75: Reasons to choose a less convenient theater – Concessions (have gone or would go), by would pay extra for something, August 2014
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- Figure 76: Reasons to choose a less convenient theater – Concessions (have gone or would go), by viewing experience-have gone, August 2014
- Desired theater attributes: Prices
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- Figure 77: Reasons to choose a less convenient theater – Prices (have gone or would go), by gender, August 2014
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- Figure 78: Reasons to choose a less convenient theater – Prices (have gone or would go), by age, August 2014
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- Figure 79: Reasons to choose a less convenient theater – Prices (have gone or would go), by venue preference, August 2014
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- Figure 80: Reasons to choose a less convenient theater – Prices (have gone or would go), by would pay extra for something, August 2014
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- Figure 81: Reasons to choose a less convenient theater – Prices (have gone or would go), by viewing experience-have gone, August 2014
- Desired theater attributes: Convenience
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- Figure 82: Reasons to choose a less convenient theater – Convenience (have gone or would go), by gender, August 2014
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- Figure 83: Reasons to choose a less convenient theater – Convenience (have gone or would go), by age, August 2014
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- Figure 84: Reasons to choose a less convenient theater – Convenience (have gone or would go), by venue preference, August 2014
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- Figure 85: Reasons to choose a less convenient theater – Convenience (have gone or would go), by would pay extra for something, August 2014
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- Figure 86: Reasons to choose a less convenient theater – Convenience (have gone or would go), by viewing experience-have gone, August 2014
- Services worth a price premium
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- Figure 87: Services worth a price premium, August 2014
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- Figure 88: Services worth a price premium, August 2014
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- Figure 89: Services worth a price premium, by gender, August 2014
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- Figure 90: Services worth a price premium, by age, August 2014
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- Figure 91: Services worth a price premium, by household income, August 2014
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- Figure 92: Services worth a price premium, by venue preference, August 2014
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- Figure 93: Services worth a price premium, by would pay extra for something, August 2014
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- Figure 94: Services worth a price premium, by viewing experience-have gone, August 2014
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- Figure 95: Services worth a price premium – Average (excluding zero's), by gender, August 2014
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- Figure 96: Services worth a price premium – Average (excluding zero's), by race/Hispanic origin, August 2014
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- Figure 97: Services worth a price premium – Average (excluding zero's), by venue preference, August 2014
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- Figure 98: Services worth a price premium – Average (excluding zero's), by viewing experience-have gone, August 2014
- Barriers to more frequent movie attendance
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- Figure 99: Barriers to more frequent movie attendance, by gender, August 2014
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- Figure 100: Barriers to more frequent movie attendance, by age, August 2014
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- Figure 101: Barriers to more frequent movie attendance, by household income, August 2014
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- Figure 102: Barriers to more frequent movie attendance, by race/Hispanic origin, August 2014
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- Figure 103: Barriers to more frequent movie attendance, by venue preference, August 2014
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- Figure 104: Barriers to more frequent movie attendance, by would pay extra for something, August 2014
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- Figure 105: Barriers to more frequent movie attendance, by viewing experience-have gone, August 2014
- Preferences for movie type
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- Figure 106: Type of movie usually seen, May 2006-June 2014
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- Figure 107: Type of movie usually seen, by I am a regular movie theater goer, April 2013-June 2014
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- Figure 108: Type of movie usually seen, by race/Hispanic origin, April 2013-June 2014
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- Figure 109: Timing for seeing a new movie, May 2006-June 2014
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- Figure 110: Timing for seeing a new movie, by demographics, April 2013-June 2014
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- Figure 111: Preference for 3D, April 2010-June 2014
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- Figure 112: Preference for 3D, by demographics, April 2013-June 2014
Appendix – Trade Associations
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