US goes to the movies, even as Netflix grows

Marketers seek cross-platform insights and rich audience segments from real-world behaviors that indicate an affinity for particular product categories, brands, and services. Dividing large audiences into sub-segments based on behaviors, preferences and lifestyle increases conversions. When you take into account weather and location, you can time your messaging and personalize your ad content to reflect the context of what is going on in a specific area and how it might affect the choices and moods of persons within a particular segment.

Online services like NetFlix, Hulu and Sling continue to grow market share with lines of disillusioned cord cutters turning in their clunky antiquated rental equipment at their local cable provider's drop-ceiling annex office in favor of the economic freedom of streaming OTT content. Yes, there's a persistent pattern of foot traffic keeping traditional movie theaters alive. The high-quality content produced by Showtime, HBO and Starz studios has resulted in a noticeable thinning of the herd. It has also contributed to an increase in the overall quality of big feature films budgeted for release in traditional box office venues.

Attendance rates at physical theater locations can be seasonal. The Summer still produces blockbusters, but nothing compares with the Winter Holidays. Moviegoers don't go out to the movies as often as they used to go 10 or 20 years ago, but when a particular film genre that resonates with them puts out a must-see release in the cinema, they show up. There's been considerable growth (an average of 30% annually for the last decade) in the more expensive IMAX theaters in North America and also in major international markets like China. The premium experience of luxury comfort seating, personalized spacing, and in-room dining has resulted in significant revenues. Audiences especially turn up for special effects features and 3D releases. Viewing Interstellar on your home TV or your MacBook is just not comparable to viewing it in an IMAX theater.

Over the course of the past few months, LotaData scanned 5,000 movie theater venues, analyzed over 11 billion location signals, and pinpointed 145 million data points from 13 million individual devices that overlapped with geo-mapped movie theaters. Beyond top movies tracked (Black Panther, 12 Strong, Insidious, Den of Thieves, Peter Rabbit, Game Night, A Wrinkle in Time), our AI determined the visit characteristics, dwell times, repeat visits, and classified people as moviegoers, theater employees, and local residents. As a result of this deep analysis, we have produced an accurate and actionable audience segment of moviegoers across the US.

Key Findings
  • Saturdays, in general, are the most popular day for all segments of moviegoers. Retirement age moviegoers favor matinees and midweek shows, while younger patrons might tend to come on weekends.
  • Variances in audience and brand affinity can be observed across genres, movie titles and venue brands.
  • Household income, demographics, neighborhood ambiance can affect loyalty and frequency of theater visits. One set of theater venues might attract coffee snobs while avid attendees of another venue might be fitness enthusiasts.
  • Taking real-world behaviors into account is essential for the success of any marketing campaign.

Reach out to learn more about the moviegoers geo-segment from LotaData to harness the power of accurate targeting. We can develop historical profiles and infer when users might be headed to the movies again as well as predict where they might be headed afterward. We can also provide deep insights and visit analysis for any brand, business or place and scan for competitor retail visits or non-competitor audience synergies. If you know what to expect from your audience, you can deliver what you know they need, and when and where they need it.

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