Digital Technology: A study was conducted by Webedia Movies Pro, the parent company of Boxoffice, and market research company Vertigo Research. How digital technologies change the practice of going to the movies showed that purchases of digital tickets in 2020-21 increased by 18.7%, and purchases at the box office – by 5.4%.
Digital Technology is Changing the Practice of Going to the Movies
The collaboration, known as the Boxoffice Profile, polls more than 100,000 recent American viewers every week in 2020.
“The study showed that digital ticket buyers visit the film in a group, they bought more concessions and were looking for paid services such as 3D or reserved seats for a fee,” Boxoffice said.
“For the first time, we were able to observe and quantify the attitude of cinematographers to new methods, such as“ electronic ticket ”, subscription to ticket services and new technologies. in the theater, “said Boxoffice Marin Suttle, director of product for Webedia Movies Pro.
More and more customers of all ages are using digital tools to find exhibition schedules and purchase tickets.
According to Sattle, “one of the most important findings was the importance of digitizing when moving from cinema to regular cinema, and more and more clients of all ages are adopting digital tools to find work schedules. shows and buys tickets. ”
In addition, he explained that people are looking for more impressions, book more premium places and consume more, especially food and alcohol.
One of the reasons why, according to the same directive, can lead to a change in the practice of attending cinema, is that on average in 2020 only 25.3% of viewers found the schedule of their films right in the theater, and the share was reduced by 12, 5% in 2021. “Viewing shows the schedule directly on the website or the theater application is becoming more common.”
Similarly, search engines are also important battlegrounds, as they are increasingly used not only for shows, but also to search for a theater website, for example, 20.8% of viewers used Google to check last year’s schedules, and for some sites over 75% of visitors come from google, which also leads to higher conversions. ”
“When we look at ticket purchases, we see two important trends: first, digital sales are on the rise, while, on average, 75.1% of ticket sales come from cinema purchases, which are declining. In 2020 alone, they fell by 5.4%. On the contrary, “e-tickets” grew by 18.7% in 2020, which is 21.3% of the market. We need to take into account the tremendous growth potential of digital sales, ”said Sattle.
According to an experienced director, one of the criteria for comparison is a look at China, where ticket sales over the Internet have grown from 0 to 80% of box office fees over several years.
“ The viewer’s journey unfolds more and more on his mobile phone. In 2021, according to a Technavio report, office operations dominated the market, accounting for 68.88% of revenue. Today, mobile transactions drive online sales,” the report said.
Sattle concluded that there was still a long way to go and that operators needed to make more active use of technology in order to fully utilize the potential of the observed trends in order to strengthen their presence on the Internet.