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October 22, 2014
Wednesday, January 22, 2014

Movie consumption keeps steady in BA

Moviegoers buying tickets at the box office at Hoyts Cinema Abasto.
People use discounts and go to theatres at least once a month, INCAA survey shows

53.5 percent of BA and Greater Buenos Aires residents go to the movies once or twice a month, according to a survey published by the National Film Board INCAA (Instituto Nacional de Cine y Artes Audiovisuales). Most respondents  go online to get the latest news about movies, prefering the Internet to television and newspapers. 75 percent admit to using coupons and discounts quite often.

Quite unsurprisingly, 75 percent of respondents admitted to using coupons and promotions, with 28.5 saying they never miss a discount deal, and most moviegoers don’t pay full-price. Sixty-six percent prefer to buy the tickets at the box office instead of doing so online because they don’t want to miss deals and also because many say they don’t trust online reservations (including among the higher-income respondents.) In general terms, 16 percent say they see a film in theatres once a week, while 25 percent of the Greater BA citizens admit to going once or twice a month.

The report, produced by INCAA with the support of Indigo Producciones, polled moviegoers from Buenos Aires City and Greater Buenos Aires, aiming to reach some conclusions about the capital’s consumption of Argentine films.

According to INCAA’s statistics, among the higher-income strata — which the poll divides in three groups, named ABC1, C2 and C3 — 51.3 percent go to the movies once or twice a month, 26 percent do so less frequently and 18.1 percent go to a movie theatre once a week. In the Greater BA area, people admit to seeing an average 12 movies a year.

INCAA focused on 18-35-year olds, polling 400 in BA and the metropolitan area. The poll targeted film fans who go to different movie theatres, including Hoyts Cinema Abasto, Espacio Incaa Gaumont, Multiplex Belgrano and Malba. According to the pollster, the report features questions regarding how often people go to see a film in a theatre, what kind of films they see, what they tend to prefer in terms of Argentine movies, how much they spend each time and how they rate the theatres and local cinema.

The survey also focuses on how people access film news and how the different media impact the decision making process, as well as the relationship between traditional media and the latest channels relaying information about movie releases.

Perhaps not surprisingly, 65.3 percent of respondents said they get their news from the Internet (including blogs and fora), while 51 percent rely on television channels to keep themselves up to date; 29.5 percent resort to newspapers and magazines, with only 19.8 turning to street advertisement.

In the highest income stratum, 67.1 percent get their news online, 44 percent watch the television to keep up to date and 33.5 percent read newspapers and magazines. Among people ranging 26-35 years of age, 67.2 percent go online to read the latest about movie releases, while the 18-25 segment prefers television with 61.9 percent.

As to the criteria for picking a film, most — 49.5 percent — do their selection based on the type of movie, while 39.5 percent focus on actors, 21.8 percent check out the plot and 21.5 percent make their choice based on the director.

The movies’ country of origin doesn’t seem to be an important factor in decision making process and neither are a film’s awards.

Breaking the choice down to group preferences, the survey shows 55.5 percent are partial to comedies, 38 percent favour action films while 36.8 percent lean toward thrillers. Science fiction, fantasy, drama and horror tie at 32 percent, with a slight change in preferences by age: while 18-25 year-olds tend to choose action movies, 31-35-year-old moviegoers prefer dramas (40 percent).

In the men vs. women category, INCAA’s poll shows that 51.9 of men choose action films, followed by comedies (49 percent), while women go for comedies with an overwhelming 61 percent, and also for dramas (38.5 percent) and thrillers (37 percent); 39.8 percent of respondents said the go to the movies with their partners, 34.8 percent go with friends, 18 percent, with their families. Only 6.5 percent go to the movie theatre alone.

In Buenos Aires province, the figures are similar but consumption seems higher in general, with 47 percent going to the movies once or twice a month, 16 percent doing so once a week, and two percent going twice a week.

In the Greater BA area, 61 percent go to the theatres to see Argentine films while 39 percent claim no interest in local cinema releases; 73.8 percent say they see Argentine movies on DVDs, open television or cable TV.

When asked about their favourite Argentine directors, 15.1 percent picked Juan José Campanella, while a staggering 58.9 percent checked the “I don’t know” answer and 20 percent said they didn’t like any local filmmakers in particular. As to their favourite actors, 34 percent of respondents chose Ricardo Darín, 21.3 picked Guillermo Francella, and two percent opted for Adrián Suar.

Herald staff with Télam, online media

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