Movio Media’s research platform shows opening weekend audience age increase compared to previous instalment
Los Angeles, CA and Auckland, NZ; November 23, 2015 – Movio, the global leader in marketing data, analysis, insights, and campaign solutions for theatrical exhibitors, studios and film distributors, has released insights on the audience buying tickets for The Hunger Games: Mockingjay Part 2. Using the Movio Media research platform designed for film studios and marketers, which captures the behavior of millions of cinema loyalty members aged 14 and over, Movio unveils unique insights into U.S. moviegoers’ behavior.
At the time of the analysis, 1.7% of moviegoers from the Movio Media database had bought tickets for The Hunger Games: Mockingjay Part 2’on November 19-22, 2015.
Movio Co-Founder and Chief Executive Will Palmer says: “The audience profile is 45% women between the ages of 14 and 49, which is 3 percentage points greater than for The Hunger Games: Mockingjay Part 1 over the same weekend. The audience is about 3 years younger than an average film adaptation of a post-apocalyptic young adult novel. They are avid moviegoers who attend during opening week 64% of the time. Mockingjay Part 1 was the most popular film this audience saw at the cinema over the last 24 months.”
- The audience is composed of 53% women, which is 3 percentage points greater than the average film adaptation of a post-apocalyptic young adult novel (50%). Women between the ages of 14 and 49 made up 45% of the opening weekend audience for Mockingjay Part 2, which is 3 percentage points greater than for Mockingjay Part 1 over the same period. It is worth noting that 26% of the total audience is men between 18 and 39 years old, on par with Mockingjay Part 1.
- The average age is just over 34, on par with Mockingjay Part 1, and about 3 years younger than similar films. This is largely due to higher attendance of moviegoers under the age of 25 (31%).
- As expected for an opening weekend, this audience attends the cinema 14% more frequently and spends 28% more at the box office than the audience of an average film adaptation of a post-apocalyptic young adult novel over its entire run. Additionally, this audience visits during opening week 64% of the time, which is 15 percentage points greater than average (49%).
- Mockingjay Part 1 was the most popular film this audience saw at the cinema over the last 24 months.
Figure 1: Age/Gender Distribution of The Hunger Games: Mockingjay Part 2’Opening Weekend Ticket Buyers. (Source: Movio Media)
Movio Media aggregates data across North America to provide film distributors and studios comprehensive market data on the behavior of moviegoers, crucial audience insights and innovative campaign solutions. Over 14 million avid moviegoers are profiled in this database from 31% of North American screens of the Large Cinema Circuit (cinemas over 20 screens), representing 4.6% of the U.S. population. Movio Media’s studio client roster includes A24, FOX, Lionsgate, Paramount, Universal and Warner Bros. Movio Media covers the full scope of studios’ marketing requirements – research and campaign solutions.