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Aims
• Within the context of cinema going audiences in their 20s and 30s we wanted to find out:– what patterns of film-watching, if any, emerge
within the age group in question during the time-period examined
– what evidence exists in viewers’ own perceptions of films directly influencing or informing daily living
– what evidence exists in viewers’ own perceptions of films shaping or influencing held worldviews.
Methodology
• Visited 5 Ster cinemas (Edinburgh, Leeds, Norwich, Romford, Dublin) and asked people to take part.
• Also recruited participants from Waltham Forest Hockey Club, students from the Film and Theology Course in Nottingham and a central London church.
• In total 125 people agreed to take part.
Participants
4
10
2
95
9
71
Ster Norwich
Ster Romford
Ster Dublin
Ster Edinburgh
Ster Leeds
Waltham Forest HockeyClub
Nottingham University
Wesley’s Chapel
Questionnaires
• Each participant was asked to return: – Questionnaire 1 containing personal and demographic
details along with details of film watching habits.– Between four and eight completed versions of
Questionnaire 2, one was to be completed after each visit to the cinema. This asked why they went to the film, who they went with and questions about their response to the film itself.
– Questionnaire 3 which asked the participant to reflect on the process of engaging with the film research.
• Five pounds sterling was paid for each complete form returned.
Returns
• 47 participants returned forms
• Questionnaire 1 = 46 completed forms
• Questionnaire 2 = 280 completed forms
• Questionnaire 3 = 26 completed forms
Ethnicity
Ethnicity2%
2%
7%
2%
2%
20%
65%
Black African
Black Caribbean
Chinese
Indian
Mixed White and SEAsian
White (other)
White European
Relationships
Relationship status
17%
13%
33%
37%
Living with Partner
Married
Seeing somebody onregular basis
Single
Employment and Income
Income of Participants
36%
22%
20%
13%
9%
Under £10,999
£11,000 -£17,999
£18,000 - £25,999
£26,000 -£34,999
£35,000 -£45,999
Film Watching Habits
How often participants visit the cinema
24%
7%
43%
26%
Once a week
Twice or more a week
2-3 times a month
6-12 times a year
Film Watching Habits
Activity after meal
65%
15%
3%1%
12%
2%1%1% Home
Meal
Drink
Shopping
Walk
Library
Coffee
Other
Film Watching HabitsWho did the participant see this film with?
8%
1%
3%
19%
23%1%
44%
1%Alone
Child
Family
Friend
Group
Parent
Partner
Sister
Films watched during research
• 52 films were watched by the respondents during the research period. The most popular films were:– Harry Potter 60%– Shrek 2 51%– Day After Tomorrow 49%– Troy 49%– Kill Bill 47%
Examples of types of connection reported with film.
• Literal – My company provided packing cases.• Empathy – I am an outcast in the same way• Educational – I didn’t know that Native Americans
were treated like that.• Inspirational – I want to go to the gym more• “Moral” – it made me revisit my values• Practice – it made me think what would I do if. . .
'Fuller exposition and analysis of the findings of the research on this topic will be published in due course
Interaction versus escapism
• Only 10% of viewings said the film was simply entertainment, escapism or fantasy.
Emotions and feelings
• 221 out of 280 (78%) of viewings elicited some form of emotion of feeling during or immediately after the film.
• Out of these, 15 (5%) were more feelings outside of the film. i.e. boredom, disappointment with the quality of the film or frustration at how bad or long the film was.
• Other emotions reported however including joy and elation and the outcome of a film, as well as sorrow and anger.
Other interactions with film
'On the basis of the actual viewings of films, 96% of responses reported discussing the film and/or the issues it raised immediately after watching.
Working Conclusions
• People may often say in abstract terms that they consider cinema as 'escapism' or 'entertainment‘. However the research suggests this is not borne out by the evidence of actual film-watching: film is not 'pure entertainment' in practice.
• Film has an important social function in some people’s lives.
• Many people reported changing their habits of film watching, thinking more about the films they watched as a result of the research.