Comscore Research Finds Audiences Getting More Comfortable with Movie Theater Experience

Rhea-AI Summary

The recent Comscore survey highlights a surge in confidence among U.S. moviegoers regarding theater attendance, linked to enhanced safety measures by exhibitors. Conducted between August 21 and September 6, 2020, the survey found that 92% of attendees had a positive experience, with 60% expressing excitement about returning. The desire to socialize prompted 51% of respondents to visit theaters, alongside the appeal of compelling new films. Overall, these findings point to a promising recovery trajectory for the theatrical industry amidst ongoing pandemic challenges.

Positive

• 92% of surveyed moviegoers had a positive experience.
• 60% expressed excitement about returning to theaters.
• 51% were driven to theaters by a desire to socialize.
• Survey indicates a recovery trend in the theatrical industry.

Negative

• None.

RESTON, Va., Oct. 26, 2020 /PRNewswire/ -- A new survey of U.S. moviegoers from Comscore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, found that audiences are feeling more confident heading to the theater thanks to the expansive safety procedures implemented by exhibitors. The survey results, captured in conjunction with Screen Engine/ASI, demonstrate another positive indicator for the global theatrical industry's road to recovery.

The survey revealed key insights into the moviegoer experience:

• 92% had a positive experience at the movies with 60% saying "it was great, glad to be back at the movies."

• With a majority deeming moviegoing a safe activity, going to the movies is considered an ideal activity during this time as 51% were driven back to the movies by their desire to socialize, particularly with their friends and family, and get back to normal routines.

• Aside from going to the movies being considered a safe activity, recently released blockbuster films were considered very compelling as "a new film I had to see" was one of the most important factors in their decision to come back to the movie theater for the films.

The survey results are derived from Comscore's PostTrak^® service, which delivers moviegoer intelligence from the most comprehensive sample on the market, and contains opinions from over 3,000 U.S. moviegoers collected between August 21 - September 6, 2020.

"Now that US moviegoers have begun going back to the multiplex, exhibition is clearly doing a great job of creating an environment that exudes the essential values of health and safety in the era of COVID-19," said Paul Dergarabedian, Senior Media Analyst, Comscore. "A great in-theater experience combined with new and exciting movies from the most notable studios are a combination that is resonating strongly with audiences who are responding enthusiastically to their big screen theatrical experience."

The new survey results come on the heels of Comscore's Labor Day Box Office reporting, which showed encouraging results as significant restrictions on theater openings and auditorium capacity remain in place during the COVID-19 pandemic.

About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more about Comscore, visit www.comscore.com.

 

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SOURCE Comscore

FAQ

What does the recent Comscore survey reveal about moviegoer confidence?

The Comscore survey indicates that U.S. moviegoers are becoming more confident in attending theaters, driven by enhanced safety measures.

What percentage of moviegoers had a positive experience according to Comscore?

According to Comscore, 92% of surveyed moviegoers reported a positive experience at the theaters.

How many respondents felt excited to return to the movies?

60% of respondents in the Comscore survey stated they were excited to return to the movies.

What motivated 51% of respondents to go back to the theaters?

51% of respondents were motivated by their desire to socialize with friends and family.

What dates were covered in the Comscore survey?

The survey was conducted from August 21 to September 6, 2020.