Marketing Research Report on the: Cinema Attendance Market with a Focus on Students Within New Zealand

Marketing Research Report

On the:

Cinema attendance market

With a focus on students

Within New Zealand

27 August 2010

For Event Cinemas

Table of Contents

Executive Summary 3

1. Introduction 5

2. Findings of Secondary Research 7

2.1 Size and Trends in New Zealand’s Cinema Attendance Market 7

2.2 Profile of Cinema Attendees within New Zealand 8

2.2.1 Gender Profile 8

2.2.2 Age 9

2.2.3 Attitudes 10

2.2.4 Work Status and Importance of the Student Target Market 10

2.3 Promotional Expenditure for Event, Rialto and Berkeley Cinemas 11

2.4 Genre of Movies Preferred by Students 14

3. Findings of Primary Research 15

3.1 Behaviour of students towards attending cinemas and differences between student groups 15

3.2 Items of cinemas that are important to students 16

4. Discussion 20

6. Conclusion 22

7. Reference List 23

Executive Summary

The following report is has been prepared for Event Cinemas and is based on the cinema attendance market in New Zealand.

The purpose of this report was to identify the most appropriate approach for marketing to ensure that cinema attendance is at least maintained at current levels. Also to identify key issues and trends in the cinema market and the importance of the student segment as a consumer group.

The findings of this report achieved six objectives, using secondary and primary research. The objectives that required secondary research were to identify the size and trends in the cinema attendance market; the profile of cinema attendees and importance of the student market; the amount spent on promotional media; and also the movie genre most preferred by students.

Primary data was used to fulfil the two final objectives of identifying cinema attendance behaviour of student and the difference between student groups; and items of cinemas that are important to cinemas.

Secondary research involved information from Roy Morgan Single Source, Nielson Media and Statistics New Zealand. All...