16/11/2007

The UK Film Council’s Distribution and Exhibition Department has two primary functions; to help ensure that UK cinema audiences have access to the widest possible range of films at cinemas UK wide and to encourage audiences to increase their propensity to view less mainstream films.
The department recognised that a greater understanding of the cinema audience is a necessary condition for unfolding strategies to develop new audiences for less mainstream films and encouraging audiences to be adventurous with their viewing choices. Consequently, it commissioned an original piece of research aimed at producing a more detailed picture of the cinema-goer in terms of his/her motivations, propensity to be experimental, early experience of film, and general impression of film as both a cultural as well as entertainment offering. This research uncovered an audience typology that helped to inform the department’s ongoing audience development activities.
In the light of the combination of commercial, cultural and creative aspects, it was decided to investigate film avids in greater depth by means of a further piece of qualitative research. This report presents the findings.

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See the report:

(328 kb) A Qualitative Study of Avid Cinema-goers