October 15, 2003
Contact: answers@westgroupresearch.com
Under 30s biggest audience at the movies; PG-13 films year’s favorites
PHOENIX – Fewer than half of Arizona adults go to the movies in a given month, but those who go to the flicks, do so at least twice a month. Additionally, the movie-going public tends to frequent PG13-rated movies (69%) more than any other type. Those are the findings of a September survey of 405 adult residents of Arizona by WestGroup Research of Phoenix. The telephone study is representative of all Arizona adults within plus or minus 5% at 95% confidence.
Only 42% of Arizona adults said they go to the movies in an average month. Chances are, if you’re a regular moviegoer, you’re under the age of 30. Younger adults are by far the most likely to go to the movies in an average month, and they go more often – 2.8 times per month.
WestGroup asked respondents to name their favorite movie of the summer. The proportion of each movie's audience choosing it as their favorite indicates the movie's ability to provide a satisfying experience. "Seabiscuit" wins just like in the movies - 46% of "Seabiscuit" audience named it their favorite. "Pirates of the Caribbean" (41%), "Le Divorce" (33%) and "Nemo" (31%) also did good jobs satisfying audiences. It is interesting and perhaps insightful to note that these top movies are all rated for kids or teens. The best R-rated movies in this measure were "Open Range" with 18% and "T3" with 14%. On the other hand "Johnny Lingo" and "Winged Migration", both with G ratings, were nobody's favorites.
Moviegoers pick films primarily based on what they see in the ads (42%) and movie reviews (32%). Lower income adults are most likely to base their decision on the ads (56%) while adults over 50 years of age are most likely to rely on reviews (47%).
Phoenix area adults are more likely to go to the movies than those in Tucson or other areas of Arizona. Phoenicians also go more often (2.3 times per month).
Those with higher incomes are more likely to have gone to the movies in an average month. All income groups of movie goers go about the same number of times during the month.
Detailed Survey Results:
In an average month, how many times do you go out to the movies? (n=405)
Which of the following movies have you seen this year? (n=170)
What was your favorite movie you have seen this summer? (n=170)
The following graph shows the proportion of those seeing each movie who named it their favorite of the summer. It indicates a movie’s ability to provide a satisfying experience. “Seabiscuit” wins just like in the movies – 46% of “Seabiscuit” audience named it their favorite movie. “Pirates” (41%), “Le Divorce” (33%) and “Nemo” (31%) also did good jobs satisfying audiences.
How well do you think the movie rating system works to help you find the kind of movie you want to see? (n=170)
How would you rate the accuracy of the movie rating system? (n=170)
How do you pick a movie that you want to see? (n=170)
How likely are you to pick a movie rated ____? (n=170)
