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Worldwide Market Research & Analysis
2006 2006 US Movie US Movie
Attendance StudyAttendance Study
Page 2
2006 US Movie Attendance Study
Table of Contents
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . 3-4
Moviegoers & Admissions . . . . . . . . . . . . . . . . . . . . 5-6
Moviegoers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7-10
Admissions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11-14
Frequency of Moviegoing . . . . . . . . . . . . . . . . . . 15-22
Ethnicity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23-27
Note: Statistics throughout represent data from mid-July to mid-July of the following year – not calendar years
Page 3
2006 US Movie Attendance Study
Movie attendance has rebounded from the dip seen in 2005. From mid-July 2005 to mid-July 2006, there were 3% more moviegoers in the US than in the same period the previous year. This increase was primarily led by two age groups - moviegoers 25-39 years old grew by 7% in 2006, while moviegoers 60 and older grew by 18%.
Moviegoers by Age Group2006
Both moviegoing and admissions were split evenly between males (49%) and females (51%).
Executive Summary
Admissions also increased, with 4% more tickets sold in 2006 than in 2005, again driven by the 25-39 age group (↑9%). Admissions by 40-59 year-old moviegoers also contributed to the growth with a 7% increase. Moviegoers 12-24 years old went to slightly fewer movies in 2006 (↓0.7%), yet they continue to represent the largest share of total admissions.
12-2428%
25-3928%
40-5932%
60+12%
Admissions by Age Group2006
12-2436%60+
9%
25-3929%
40-5926%
Page 4
2006 US Movie Attendance Study
In addition to more people going to more movies in 2006, they also went more frequently. There was a shift in market share toward those who go to movies at least once per month. There were fewer infrequent and non-moviegoers in 2006, though there was minimal change in occasional moviegoers.
% of Frequent Moviegoers by Age Group
2006
Executive Summary
The average person saw 5.5 movies in theaters in 2006, while the average moviegoer went to 7.6 movies. Hispanic, African-American, and Other moviegoers see more movies per person than Caucasian moviegoers, though Caucasians still represent the majority of all moviegoers with 62%.
25-2911%
60+9%
50-599%40-49
16%
30-3918%
12-2437%
Average Admissions per Moviegoer by Ethnicity
2006
7.68.8
7.1
9.08.0
Hispanic African-American
Other Caucasian TotalPublic
Page 5
2006 US Movie Attendance Study
Moviegoers & AdmissionsBoth total moviegoers and total admissions rallied from the 2005 decline, rebounding 3% and 4%, respectively.
166168
179
169
175
1,332
1,280
1,470
1,4211,406
155
160
165
170
175
180
185
2002 2003 2004 2005 2006
Mov
iego
ers (
mill
ions
)
1,150
1,200
1,250
1,300
1,350
1,400
1,450
1,500
Adm
issio
ns (m
illio
ns)
Moviegoers Admissions
Total Moviegoers and Admissions2002-2006
Statistics throughout represent data from mid-July to mid-July of the following year – not calendar years
Page 6
2006 US Movie Attendance Study
Moviegoers & AdmissionsIn 2006, admissions both per person and per moviegoer leveled out, remaining flat from 2005.
Admissions per Person and Moviegoer2002-2006
8.5 8.58.2
7.67.6
6.2
5.4
6.1 6.2
5.5
5.0
6.0
7.0
8.0
9.0
2002 2003 2004 2005 2006
per Moviegoer
per Person
2006 Total Moviegoers: 175 Million | 2006 Total Admissions: 1.3 Billion
Page 7
2006 US Movie Attendance Study
MoviegoersMore older respondents went to the movies in 2006 – the 60+ age group had double digit growth, up 18%, while the 50-59 age group increased by 7%. The two youngest age groups, 12-24 and 25-29, remained flat compared to last year.
48 49 50 5049
16 1616 17 17
3334 35
31
34
31 31 32
33
332422
18
2124
22182120
18
10
20
30
40
50
2002 2003 2004 2005 2006
Mill
ions
12-24 25-29 30-39 40-49 50-59 60+
Moviegoers by Age Group2002-2006
2006 Total Moviegoers: 175 Million | 2006 Total Admissions: 1.3 Billion
Page 8
2006 US Movie Attendance Study
MoviegoersDespite the increases within the segments in 2006, market share remained constant across moviegoer age groups.
48 49 50 50
4950
47
5052
50
3231
33 3331
38 39
45
40
46
25
35
45
55
2002 2003 2004 2005 2006
Mill
ions
12-24 25-39 40-49 50+ 2006 Total Moviegoers: 175 Million2006 Total Admissions: 1.3 Billion
12-2428%
25-3928%
40-4918%
50+26%
Moviegoers by Age Group2002-2006
Moviegoers by Age Group2006
Page 9
2006 US Movie Attendance Study
MoviegoersThe 25+ age group of moviegoers rose by 7 million while the other age breakouts all stayed relatively unchanged.
48 49 50 5049
118 120119
130 127
40
60
80
100
120
140
2002 2003 2004 2005 2006
Mill
ions
12-24 25+
2006 Total Moviegoers: 175 Million | 2006 Total Admissions: 1.3 Billion
Moviegoers by Age Group2002-2006
8182
83 8382
868787
96
87
80
85
90
95
100
2002 2003 2004 2005 2006
Mill
ions
12-35 35+
Page 10
2006 US Movie Attendance Study
MoviegoersThe most significant growth, broken out by age and gender, was with 40-59 year-old males and both 25-39 year-old and 60+ females. All other age and gender groups remained consistent with last year’s totals.
252425
24 25
25 2627
24 2423
25
27 2628
8899
9
5
10
15
20
25
30
2002 2003 2004 2005 2006
Mill
ions
12-24 25-39 40-59 60+
Moviegoers by Age Group2002-2006
23
25
25 25
2526
2324
2626
2627 2828
30
13
1112
1011
10
15
20
25
30
2002 2003 2004 2005 2006
Mill
ions
12-24 25-39 40-59 60+
Males Females
2006 Total Moviegoers: 175 Million | 2006 Total Admissions: 1.3 Billion
Page 11
2006 US Movie Attendance Study
AdmissionsAdmissions grew by double digits in both the 30-39 and 40-49 age groups in 2006, jumping 14% and 13%, respectively.
551 567 567
485489
158 135124125
136
246269 265
216
237
211 193 219194236
122125
119
152 145124
122132130
11850
150
250
350
450
550
2002 2003 2004 2005 2006
Mill
ions
12-24 25-29 30-39 40-49 50-59 60+
Admissions by Age Group2002-2006
2006 Total Moviegoers: 175 Million | 2006 Total Admissions: 1.3 Billion
Page 12
2006 US Movie Attendance Study
MoviegoersEven though the 12-24 age group remained basically flat, decreasing by 1%, it did gain 2 market share points, as did the 25-39 age group, which increased by 9% in 2006.
551567 567
485489
395
351
392 390 382
465462
512
440460
300
400
500
600
2002 2003 2004 2005 2006
Mill
ions
12-24 25-39 40+ 2006 Total Moviegoers: 175 Million2006 Total Admissions: 1.3 Billion
25-3929%
12-2436%
40+35%
Admissions by Age Group2002-2006
Admissions by Age Group2006
Page 13
2006 US Movie Attendance Study
AdmissionsDespite drops in each age group under 18, the 13-15 year-olds continue to command the admissions of the teen age groups at 51% market share.
2533
412932
109
124127 125118
8490
10897
90
20
40
60
80
100
120
140
2002 2003 2004 2005 2006
Mill
ions
12 13-15 16-17 2006 Total Moviegoers: 175 Million2006 Total Admissions: 1.3 Billion
1213%
16-1736%
13-1551%
Admissions of Teens by Age2002-2006
Admissions of Teens by Age2006
Page 14
2006 US Movie Attendance Study
AdmissionsThere was not much difference between male and female moviegoers in 2006 – the younger age groups accounted for more of the total admissions, regardless of gender. However, both 25-39 year-old female moviegoers and 40-59 year-old male moviegoers went to 23% more movies in 2006.
250235
293 295267
193 202
177
196 192
173 165
191
136168
514855 59 52
0
50
100
150
200
250
300
350
2002 2003 2004 2005 2006
Mill
ions
12-24 25-39 40-59 60+
Admissions by Age Group2002-2006
289 272 270247235
205
155
185218
191
152
184170
187
186
7771747272
0
50
100
150
200
250
300
350
2002 2003 2004 2005 2006
Mill
ions
12-24 25-39 40-59 60+
Males Females
2006 Total Moviegoers: 175 Million | 2006 Total Admissions: 1.3 Billion
Page 15
2006 US Movie Attendance Study
FrequencyIn 2006, there was a decrease in the proportion of consumers who go to the movies less than once in 6 months or not at all. Market share shifted to frequent and occasional moviegoers, driven by another swap between frequent moviegoers and those who never go.
28%
25%
28% 28%
24%
35%34%
36% 35% 34%
11%11%13% 13%11%
26%
27%
26%
29%
24%
5%
10%
15%
20%
25%
30%
35%
40%
2002 2003 2004 2005 2006
Frequent Occasional Infrequent Never
Frequency of Moviegoing2002-2006
Frequent = at least once per month (12x/year)
Occasional = at least once in six months (2-11x/year)
Infrequent = less than once in six months
2006 Total Frequent Moviegoers: 49 Million2006 Total Admissions by Frequent Moviegoers: 1.1 Billion
Page 16
2006 US Movie Attendance Study
FrequencyMarket share shifted in 2006 away from occasional and infrequent moviegoers to frequent moviegoers, resulting in 82% of all admissions now coming from those who go to the movies at least once per month.
1% 2% 2% 1%2%
18% 18%20% 17% 16%
82%78% 81% 80%81%
2002 2003 2004 2005 2006
Infrequent Occasional Frequent
Frequent83%
Occasional16%
Infrequent1%
Admissions by Frequency2002-2006
Admissions by Frequency2006
2006 Total Frequent Moviegoers: 49 Million2006 Total Admissions by Frequent Moviegoers: 1.1 Billion
Frequent = at least once per month (12x/year)
Occasional = at least once in six months (2-11x/year)
Infrequent = less than once in six months
Page 17
2006 US Movie Attendance Study
FrequencyThere was virtually no change in 2006 in the percent of frequent moviegoers who were 12 or between the ages of 13-16. Percentage points shifted evenly from the 12-24 group to the 25-39 and 60+ groups.
3%2%2%
3%2%
13%
16% 15% 15% 15%
0%
4%
8%
12%
16%
20%
2002 2003 2004 2005 2006
Mill
ions
12 13-16
40%42% 41%
37%41%
27% 26%27% 26%29%
23% 23%25%25%25%
9%7%8%8%8%
5%
15%
25%
35%
45%
2002 2003 2004 2005 2006
12-24 25-39 40-59 60+
2006 Total Frequent Moviegoers: 49 Million | 2006 Total Admissions by Frequent Moviegoers: 1.1 Billion
Frequent Moviegoers by Age Group2002-2006
Teens All
Frequent = at least once per month (12x/year)
Page 18
2006 US Movie Attendance Study
Frequency
40-4916%
50-599%
60+9% 12-24
37%
25-2911%
30-3918%
% of Frequent Moviegoers by Age Group2006
% of Frequent Moviegoers by Age Group
2004 2005 200612-24 41% 42% 37%25-29 9% 11% 11%30-39 17% 15% 18%40-49 16% 15% 16%50-59 9% 10% 9%
60+ 8% 7% 9%
2004 2005 2006 Population12-24 28% 29% 28% 22%25-29 9% 10% 10% 8%30-39 20% 18% 19% 17%40-49 18% 19% 18% 19%50-59 14% 13% 14% 15%
60+ 12% 11% 12% 20%
% of Moviegoers by Age Group
40-4918%
50-5914%
60+12% 12-24
27%
25-2910%
30-3919%
% of Moviegoers by Age Group2006
Frequent = at least once per month (12x/year)
Page 19
2006 US Movie Attendance Study
FrequencyAll three household types grew in 2006, as frequent moviegoers with teenagers jumped up to 32% and the gap among all three began to widen again.
29%27% 28%
29%
23%
30%
24%
32%
35%
32%
23%20%
23%
20%
24%
15%
20%
25%
30%
35%
40%
2002 2003 2004 2005 2006
With Children (17 and below) With Teenagers (12-17) No Children
Frequent Moviegoers by Household Composition*2002-2006
Frequent = at least once per month (12x/year)
* Does not include teen respondents
Page 20
2006 US Movie Attendance Study
FrequencyThe proportion of frequent moviegoers who are single continued to rise above the evenly matched 2004 level, while married moviegoers continued to go to the movies less often in 2006.
49%
53%
50%
47%
49%
51% 51%
47%
50%
53%
45%
50%
55%
2002 2003 2004 2005 2006
Married Single
Frequent Moviegoers by Marital Status*2002-2006
Frequent = at least once per month (12x/year)
* Does not include teen respondents
Page 21
2006 US Movie Attendance Study
FrequencyMoviegoers earning less then $15,000 per year went to the movies less frequently in 2006, while all other income brackets went to the movies more often.
17% 16% 16% 16% 13%
19% 22% 15% 21%24%
29% 23% 25% 21% 33%
33% 30% 31% 30% 32%
21%23%22%
19%24%
2002 2003 2004 2005 2006
$50,000 and over
$35,000 to $49,999
$25,000 to $34,999
$15,000 to $24,999
Under $15,000
Frequent Moviegoers by Income2002-2006
Frequent = at least once per month (12x/year)
Page 22
2006 US Movie Attendance Study
FrequencyMoviegoers earning less then $15,000 per year went to the movies less frequently in 2006, while all other income brackets went to the movies more often.
6% 7% 6% 7% 4%8% 11% 7% 10%
7%
21% 16%17% 17% 23%
52% 52% 56% 56% 57%
10%14%
14% 10%14%
2002 2003 2004 2005 2006
$50,000 and over
$35,000 to $34,999
$25,000 to $34,999
$15,000 to $24,999
Under $15,000
Income of Frequent Moviegoers2002-2006
Frequent = at least once per month (12x/year)
Page 23
2006 US Movie Attendance Study
EthnicityCaucasian moviegoers and admissions by Caucasians were both up in 2006, rising 6% each. While there were more Hispanics going to the movies in 2006 than in 2005, they didn’t go as many times, with admissions down 11%. The opposite is true for African-Americans – slightly fewer moviegoers went more times.
25 2623 2521
21 20 22 21 20
118 118127
113120
0
20
40
60
80
100
120
140
2002 2003 2004 2005 2006
Mill
ions
Hispanic African-American Caucasian
226 224301
217245
182 164199143 177
919 918847
795
942
50
200
350
500
650
800
950
1100
2002 2003 2004 2005 2006
Mill
ions
Hispanic African-American Caucasion
2006 Total Moviegoers: 175 Million | 2006 Total Admissions: 1.3 Billion
Moviegoers by Ethnicity2002-2006
Admissions by Ethnicity2002-2006
Note: Survey is conducted only in English
Page 24
2006 US Movie Attendance Study
EthnicityHispanic moviegoers went to the movies less frequently in 2006, causing share of the frequent moviegoer market to shift toward Caucasians.
11%
10%
10%
17%
19%
11%
13%
14%
10%12%
9%
4%3%
9%
3%0%
5%
10%
15%
20%
2002 2003 2004 2005 2006
Hispanic African-American Other
Caucasian62%
Hispanic17%
Other9%
African-American
12%
Ethnicity of Moviegoers2002-2006
Ethnicity of Frequent Moviegoers2006
2006 Total Frequent Moviegoers: 49 Million2006 Total Admissions by Frequent Moviegoers: 1.1 BillionFrequent = at least once per month (12x/year)
Note: Survey is conducted only in English
Page 25
2006 US Movie Attendance Study
EthnicityAdmissions by African-American moviegoers grew by more than 1 yearly admission in 2006, maintaining the upward trend started last year. At the same time, admissions by Hispanic moviegoers fell by more than 1 admission, dropping below the African-American level.
8.0
12.1
9.89.911.0
8.6 9.8
6.6
9.0
7.8
7.17.0
7.5
7.8 7.8
4
6
8
10
12
14
2002 2003 2004 2005 2006
Hispanic African-American Caucasian
Admissions per Moviegoer by Ethnicity2002-2006
Frequent = at least once per month (12x/year)
Note: Survey is conducted only in English
2006 Total Moviegoers: 175 Million2006 Total Admissions: 1.3 Billion
Page 26
2006 US Movie Attendance Study
EthnicityWhile each ethnic group experienced some change in 2006, the total public average admissions per moviegoer stayed static at 7.6 movies per person per year.
7.6
8.8
7.1
9.0
8.0
Hispanic African-American Other Caucasian Total Public
Admissions per Moviegoer by Ethnicity2006
Frequent = at least once per month (12x/year)
Note: Survey is conducted only in English
2006 Total Moviegoers: 175 Million2006 Total Admissions: 1.3 Billion
Page 27
2006 US Movie Attendance Study
EthnicityDespite increases in moviegoers and admissions among Caucasians, they remain the least frequent moviegoers. Hispanic and African-American frequent moviegoers swapped spots, with 87% of African-American moviegoers going frequently vs. 84% of Hispanic moviegoers going frequently.
44%
44%
45%
55%52%
36%
42%
31%
36%
45%
37%
33%
36%
30%
36%
20%
25%
30%
35%
40%
45%
50%
55%
60%
2002 2003 2004 2005 2006
Hispanic African-American Caucasian
2006 Total Moviegoers: 175 Million | 2006 Total Admissions: 1.3 Billion
Frequent Moviegoers by Ethnicity2002-2006
Frequent Moviegoer Admissions by Ethnicity2002-2006
Note: Survey is conducted only in English and calculations are based on moviegoing population
87%
84%
84%
92%
88%
80%84%
75%
81%
87%
80%
76%
81%
76%
80%
60%
65%
70%
75%
80%
85%
90%
95%
2002 2003 2004 2005 2006
Hispanic African-American Caucasian
Frequent = at least once per month (12x/year)