November 2001

It’s Showtime!

Newspapers tell us linage is down from movie theaters and studios. Have you armed your sales force calling on individual movie theaters, movie chains and studios with something specific to talk about…information to reinforce the value of movie advertising? Can your sales reps show the newspaper is used for more than finding out what time shows begin? Can they show local theaters movie ads influence the choice of what movie to see? Does newspaper content complement the advertising?

Consider these questions we’ve been asking to help support newspaper sales efforts, along with findings from some recent studies.

Frequency of going to a movie theater in a 30-day period? Almost half of adults attend a movie in a 30-day period. Frequency of attendance varies by market from less than once a month to more than two movies a month. What's the case in yours? Can you segment by geography to provide specific information to customers?

Movie attendance on opening weekend or the second weekend of release? Among moviegoers, six to seven of ten have been to at least one movie on opening weekend or the second weekend. Opening weekend is a very accurate predictor of success - knowing how newspapers drive attendance can be vital.

Where consumers get information to help decide what movie to attend? Six of ten or more say they turn to their newspaper to make a decision.

Source relied on most for movie theater show times, information on where a movie is playing, or announcements for upcoming or newly released films? The newspaper is the moviegoer's PRIMARY source of information - five of ten rely most on the newspaper for show times and six of ten depend on their newspaper to find out where a movie is playing. Nothing else comes close - are we making the most of this?

Sometimes, it helps to measure the frequency of using movie ads to see what time movies are on, to decide what movies to see and to help decide when and where to go. Half of moviegoers and then some use their newspaper at least some of the time to decide what movies to see, and six of ten use information in the newspaper to decide where or when to go to movies.

Agreement or disagreement with statements such as...
...When I feel like going to a movie and I want to see what's showing, I often look at the movie ads in the newspaper - about six of ten moviegoers agree.

...The movie information in the paper such as reader contests, reviews and other editorial coverage or advertising helps to motivate me to go to the movies or see certain films - four to five of ten moviegoers agree.

...Promotions and ads for movies and movie theaters in the newspaper help to motivate me to go to the movies or see certain films - four to five of ten moviegoers agree.

Teenagers (that supposedly elusive, lost reader!!) put movies high on their list of leisure activities. Across five markets in which we have measured movie attendance among teens, three-fourths see a movie each month, and they go to an average of almost three movies in 30 days. Half of teens say they get movie information from their local newspaper.

How else might such research be sliced and diced to serve readers and advertisers? What other segments could be targeted – there are undoubtedly opportunities.

Remember to promote any editorial content that offers a value-added service for movie theaters. Plus, promote within movie pages other content that may be of interest to moviegoers! Do you provide detailed reviews and information about new releases and revivals? Do you offer a free grid listing current movies, show times and theater locations? In Orlando, the Sentinel uses its Get Out page in the Calendar section to help increase single copy sales. Most weeks the feature promotes an upcoming movie screening; consumers can take the Calendar section to the theater for a free ticket to the screening. The Dallas Morning News has repackaged movie reviews, advertising and other related information out of its Friday weekend Guide into a stand-alone section that offers greater visibility. Advertisers love it.

The newspaper audience and brand is a coalition of different segments with a host of different wants, desires and expectations – understand them better and readership CAN GROW! Shows, cinema, movies and theater are just one of many examples.