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Survey: Consumers Still Committed to Theaters

18 Jul, 2006 By: Erik Gruenwedel

Pirates of the Caribbean: Dead Man's Chest

About 89% of moviegoers who saw The Walt Disney Co.'s summer blockbuster Pirates of the Caribbean: Dead Man's Chest through its initial two-week release would have done so regardless if the film was also available for sale or rental.

The result, from a joint survey conducted by Nielsen Entertainment and MovieTickets.com, found that 47% would watch the theatrical release and buy the DVD (priced between $19.99 and $24.99). Of the 1,700 moviegoers who responded, 38% would watch it only in the theater, and 4% would also rent the title.

About 7% would only buy the Pirates DVD; 4% would prefer the rental option.

“Pirates illustrates the commitment to movie-going a consumer has when there is equity between the price and time required to consume a movie in the theater and the value derived,” said Adrienne Becker, GM strategic development for Nielsen Entertainment. “Even with day-and-date release, the results of this preliminary study illustrate the potential opportunity to expand revenue rather than cannibalize it, with custom release strategies honed for specific films and their targets.”

Gary Hiller, president of market research for MovieTickets.com, said the survey underscored the lure of the theatrical's “unparalleled uniqueness.”

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