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Survey: US audiences “feel safe” at reopened cinemas

September 10, 2020

A survey of US moviegoers from Comscore has found that audiences are feeling more confident heading to cinemas thanks to the expansive safety procedures implemented by exhibitors.

Comscore says 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 per cent had a positive experience at the movies with 60 per cent saying “it was great, glad to be back at the movies.”
  • With a majority deeming movie-going a safe activity, going to the movies is considered an ideal activity during this time as 51 per cent were driven back to the movies by their desire to socialise, 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 theatre 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 US moviegoers collected between August 21st – September 6th.

“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-theatre 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.”

Categories: Articles, Consumer Behaviour, Research

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