China Moviegoer Survey Report 2011

For information on this report or to purchase it, please contact:
US Tel: +1(323)-723-2650 E-mail: nancy@entgroup.cn

 

Since the establishment of the cinema circuit system in 2002, the Chinese film industry has embarked on a high-speed development.  EntGroupInc conducted the first Chinese Moviegoer Survey in 2009 and has since then been presenting the survey annually.  The Chinese Moviegoer Survey 2010-2011 aims to provide industry players a comprehensive knowledge on the Chinese movie audience and their movie-going behavior.  In particular, the report hopes to serve as valuable references for companies and professionals engaging in film production, distribution and film marketing on their decision-making.
The total box office revenue in China reached RMB10 billion in 2010, which represent a significant change in the Chinese film industry.  As filmmaking technology advances and film marketing and distribution channels becoming more diverse, the Chinese movie-going behaviors, such as their composition, their preference and consumption patterns are also experiencing tremendous changes.  The Chinese Moviegoer Survey 2010-2011 is a report and analysis based on the movie audience survey conducted between February and March in 2011.
 

 

I Introduction

Background
Research Method
Period of survey
From February March 2011
Survey Sample

II Summery of Research Findings

III The Report

1. Preference on Film Production
 1.1 Audience Opinions on Special Film Formats
 1.2 Preferred Genres for 3D films
 1.3 Preferred Genres for IMAX Films
 1.4 Favorite Genres
 1.5 Main Problems of Local Genre Films
 1.6 The Most Anticipated Genres
 1.7 Main Reasons to Choose a Film
2. Preference on Film Marketing and Distribution
 2.1 Most Effective Means of Marketing
 2.2 Preference on Internet Media
 2.3 Preference on Microblogging Websites
 2.4 Preference on Movie Websites
 2.5 Preference on Video Websites
 2.6 Preference on SNS Channels
 2.7 Preference on General Portal Channels
 2.8 Preference on Advertisements in Cinemas
 2.9 Reasons why Viewers Choose Specific Movies
 2.10 Who do Viewers Watch Movies with?
3. Preference on Movie Theaters
 3.1 Preference on Ticket Buying
 3.2 Viewer Opinion of Group Purchase Ticket
 3.3 Time Viewers Spend Watching Movies
 3.4 Preference on Cinema Facilities
 3.5 Viewer Opinion on Cinema Software
 3.6 Viewer Opinion on Cinema Hardware
 3.7 Preference on Theater Location
 3.8 Choice of Theater among Movie Goers
 3.9 Factors Affecting Viewer Choice of Theater
 3.10 Viewer Spending in Theaters
 3.11 Types of Goods Purchased in Theaters
 3.12 Choices between Domestic and Imported Films
 3.13 Reasons to Prefer Local Films 2010
4. Attitudes toward Movie Advertisements
 4.1 Viewer Attitudes toward Product-placement Advertising
 4.2 Products that Viewers Believe are Appropriate to Place in Films
 4.3 Viewer Attitudes toward Pre-Film Advertisements
 4.4 Types of Pre-Film Advertisements Accepted by Viewers
 4.5 Viewer Opinions on Length of Pre-Film Advertisements
5. Survey Sample Analysis
 5.1 Gender
 5.2 Age
 5.3 Income
 5.4 Education
 5.5 Family Status
 5.6 Marital Status
 5.7 Place of Origin
 

GRAPH 1- 1 AUDIENCE OPINIONS ON SPECIAL FILM FORMATS 
GRAPH 1- 2 PREFERRED GENRES FOR 3D FILMS 
GRAPH 1- 3 PREFERRED GENRES FOR IMAX FILM 
GRAPH 1- 4 FAVORITE GENRES 
GRAPH 1- 5MAIN PROBLEMS OF LOCAL GENRE FILMS 
GRAPH 1- 6 THE MOST ANTICIPATED GENRES 
GRAPH 1- 7REASONS WHY VIEWERS CHOOSE SPECIFIC MOVIES 

 

GRAPH2- 1 MOST EFFECTIVE MEANS OF MARKETING 
GRAPH2- 2 PREFERENCE ON INTERNET MEDIA 
GRAPH2- 3 PREFERENCE ON MICROBLOGGING WEBSITES 
GRAPH2- 4 PREFERENCE ON MOVIE WEBSITES 
GRAPH2- 5 PREFERENCE ON VIDEO WEBSITES 
GRAPH2- 6 PREFERENCE ON SNS CHANNELS 
GRAPH2- 7 PREFERENCE ON GENERAL PORTAL CHANNELS 
GRAPH2- 8 PREFERENCE ON ADVERTISEMENTS IN CINEMAS 
GRAPH2- 9 REASONS WHY VIEWERS CHOOSE SPECIFIC MOVIES 
GRAPH2- 10 WHO DO VIEWERS WATCH MOVIES WITH?

 

GRAPH3- 1PREFERENCE ON TICKET BUYING 
GRAPH3- 2 PREFERENCE ON TICKET BUYING 
GRAPH3- 3 VIEWER OPINION OF GROUP PURCHASE TICKETS 
GRAPH3- 4 TIME VIEWERS SPEND WATCHING MOVIES 
GRAPH3- 5 PREFERENCE ON CINEMA FACILITIES 
GRAPH3- 6 VIEWER OPINION ON CINEMA SOFTWARE 
GRAPH3- 7 VIEWER OPINION ON CINEMA HARDWARE 
GRAPH3- 8 PREFERENCE ON THEATER LOCATION 
GRAPH3- 9 CHOICE OF THEATER AMONG MOVIE GOERS 
GRAPH3- 10 FACTORS AFFECTING VIEWER CHOICE OF THEATER 
GRAPH3- 11 VIEWER SPENDING IN THEATERS 
GRAPH3- 12 TYPES OF GOODS PURCHASED IN THEATERS
GRAPH3- 13 CHOICES BETWEEN DOMESTIC AND IMPORTED FILMS 

GRAPH4- 1 VIEWER ATTITUDES TOWARD PRODUCT-PLACEMENT ADVERTISING 
GRAPH4- 2 PRODUCTS THAT VIEWERS BELIEVE ARE APPROPRIATE TO PLACE IN FILMS 
GRAPH4- 3 VIEWER ATTITUDES TOWARD PRE-FILM ADVERTISEMENTS
GRAPH4- 4 TYPES OF PRE-FILM ADVERTISEMENTS ACCEPTED BY VIEWERS 
GRAPH4- 5 VIEWER OPINIONS ON LENGTH OF PRE-FILM ADVERTISEMENTS 

 

GRAPH5- 1 SURVEY SAMPLE: GENDER 
GRAPH5- 2 SURVEY SAMPLE: AGE 
GRAPH5- 3 SURVEY SAMPLE: INCOME 
GRAPH5- 4 SURVEY SAMPLE: EDUCATION 
GRAPH5- 5 SURVEY SAMPLE: FAMILY STATUS 
GRAPH5- 6 SURVEY SAMPLE: MARITAL STATUS 
GRAPH5- 7 SURVEY SAMPLE: PLACE OF ORIGIN