Harkness Screens the world’s leading screen technology company and thought-leaders in on-screen brightness has announced the results of its second in-depth consumer research study conducted by National CineMedia into premium experiences, image quality, comfort, cleanliness and dynamic pricing and the affect these have on the choices the movie-goer makes when choosing to visit the cinema.
Carried out during March 2019 and with over 550 responses from movie-goers across the United States, this latest research showcases the requirement for cinema exhibitors around the world to look closely at presentation quality and to consider the impact that sub-standard presentation has on movie-goers.
This latest research indicates that in the minds of the consumers, above all else, a premium cinema experience starts with the comfort of a luxury reclining seat, yet movie-goers still overwhelmingly believe that image quality is the most important element to that experience. It highlights that whilst PLF experiences either branded or exhibitor-own have a vital place, the movie-goer acknowledges that a premium experience is attainable on a smaller scale and this showcases the potential for exhibitors of all sizes from large multiplex operators through to single-screen cinemas to both increase box office admissions and box office revenue by combining comfort with the best possible viewing experience.
The research suggests that this combination between comfort and a guaranteed improved presentation quality could improve profitability with 53% of movie-goers suggesting that this offering would make them more likely to visit the movie theater (with another 23% unsure) irrespective of upcoming movie releases that they specifically wanted to see. Further more only 11% of movie-goers stated that the quality of cinema presentation today was an inhibitor to them visiting the movie theater more often supporting the view that there is still a distinguishable difference between the cinema experience and that of home entertainment in the eyes of the movie-goer.
“For the second time, the NCM Ask The Audience panel has provided us with fascinating insights in to how movie-goers view the movie-going experience. We continue to champion that exhibitors should do the most that they can to ensure that they are providing movie-goers with the best possible presentation and that it has a profound effect on the revenue line of the exhibitor. Not only does the research point very strongly towards this but also shows the potential to create incremental box office admissions and revenue by simply ensuring that exhibitors are delivering comfort and quality inside the auditorium. With more than half of our panellists suggesting that improved image and presentation quality would make them likely to visit the theater more often, it is clear that exhibitors, having completed the roll-out of luxury reclining seat and now focussing on upgrading their presentation equipment, are creating a differentiator and driving a significant return on the investments they continue to make,” explains Richard Mitchell, VP Global Marketing & Commercial Development at Harkness Screens.
For more information on this research visit www.harkness-screens.com
formerly Mad Cornish Projectionist.
