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Smaller (adult) films play vital role in tempting older audiences back to theaters, new research finds
Black Widow, A Quiet Place Part II, Fast & Furious 9, Shang-Chi And The Legend Of The Ten Rings and Cruella collectively tempted back 46% of the audience that returned in Q2 and Q3. The next batch of films, ranking sixth to 10th in terms of first visits back, accounted for 16%, and films ranked 11 to 25 pulled in 23% of the returnees. The long tail of other titles were the films that represented a first cinema visit for the remaining 15% of this 2021 Q2 and Q3 returning audience.
For the audience aged 55-plus, those numbers were weighted more heavily in favour of the full range of films, with only 41% returning to see one of the top five titles, and 59% enticed back by another film.
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For infrequent cinemagoers (based on previous purchase activity), those whose last cinema visit was Downton Abbey were the ones least likely to have returned — indicating that for this audience section the post-pandemic release calendar simply didn’t offer a must-see title. (Downton Abbey: A New Era, arriving in US cinemas in May, will presumably plug this hole.)
https://www.screendaily.com/features/smaller-films-play-vital-role-in-tempting-audiences-back-to-cinemas-new-research-finds/5169635.article