College Age Kids: The Link from Online to Theater

scenarioDNA just completed a study with 290 young consumers, ages 14 to 30, who are opening night diehards. For them, attending a movie in a theater is definitely a social experience. College age young adults report to be the strongest online link to the movies.

The study was conducted the week of March 5, 2006, via a mobile phone survey in collaboration with Mobile Transit Authority. It is the first in a series of monthly "Ignite! pulse" polls.

Ironically, the technically proficient participants gain their knowledge of movies offline via TV (36%), friends (17%) and trailers (16%), rather than online (5%).

Meanwhile, subtle changes in sources of movie info occur across subsets of age groupings. scenarioDNA divided its age groupings according to high school (14-18), college (19-22) and working years (23-30).

(Photo: At opening night for Revenge of the Sith, this group of friends were allowed into the theater about 90 minutes early. They spent their pre-movie freetime watching Episode II on their G4. They skipped the so-called romance scenes.)

Trailers play the strongest role among 21% of 19-22 year olds, followed closely by friends as reported 19% of survey participants from 19 to 22 years old. TV takes on a bit more importance among those 23 to 30. 38% of those participants learn about movies via TV. TV drops by 4% among groups 19-22 years and 14-18 years. The importance of print media drops off by 8% as the participants age from 14 to 30. 22% of 14-18 year olds learn about movies via print media.

What they do use online for, however, is to access movie times and cinema locations say 44% of participants. Tallying 55%, the strongest online users accessing movie times and locations are between the ages of 19 to 22. 35% of 14-18 year olds and 41% of 23-30 year olds claim to use online in the same way.

Generally, going to the movies is less of a dating ritual, than it is a friends’ social event. Only (7%) attend movies with a spouse or date, whereas (87%) view movies with friends.

They also are in theaters regularly. 43% go to the movies once or twice a month. 13% go to the movies once or twice a week.

They are not theater snobs, but they are conscious of the quality of the picture. More than 89% see movies on DVD. A mere 5% watch movies on cable TV.

The critical factor that prevents them from attending movies in theaters is scheduling. 35% say their work schedule is crazy. 16% say other activities get in the way. 16% say schoolwork is overwhelming.

The top three movies they’re waiting on: DaVinci Code (16%), Cars (11%), Pirates of the Caribbean (10%).

Comedies (43%) and adventure movies (26%) top their must-see lists. When asked what compels them most in their movie decisions: 37% say the trailer does, followed by 25% saying recommendations from friends.

If you have questions about this survey, you can email Marie Lena Tupot, research director for scenarioDNA.

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