A few months ago, we conducted a survey on film consumption in Diamond Argentina's social networks and the results showed that most of the respondents were women -almost 80%- and the predominant age range - 61%- was between 18 and 24 years old.
The questions were about how much people missed the experience of going to the movies – taking into account that some movie theaters opened the second week of March in the country-, factors that influence the return to the movies, safety and hygiene measures, among others.
The answers referring to what the audience missed most about the experience of going to the movies were exactly the same: the experience as a whole, the enjoyment with friends and family, the possibility of watching new releases. It is also worth noting that the option of "the video and sound technology that make the experience unique" was among the top choices. All movie lovers know that there is a big difference between watching a movie from the couch at home than from a comfortable armchair with popcorn and paying attention to the surrounding sound that makes us immerse ourselves in the story in such a way that makes us feel part of it. If we talk about which are the genres that audiences enjoy the most at the movies, we find romance in the first place, followed by action and then horror.
As to the key factors to go back to the movies, these are the ones that stand out in the first place: the cleanliness and hygiene of the theaters, the distance between seats, and the promotions and discounts offered at the cinema. This is in line with all the disinfection protocols that have been worked on in recent months to prepare for the reopening of theaters -not only in Argentina, but throughout the region-, such as disinfection before and after each screening, a maximum capacity allowed per screen, employees trained on the new protocols, sanitization booths, alcohol gel dispenser in different places, among others. All these measures make the cinema a safe place to visit.
On the other hand, when asked how long it would take to return to theaters once they reopened, 41.3% said one week, 27.5% one month, and 18.2% two weeks. These results were very encouraging and make us conclude that there are many people who miss going to the movies and are looking forward to it! Are you one of them?
What differences do you find in relation to film consumption in your country?