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Most film fans prefer theatre to watching movies at home

Movie halls still beat home theater hollow!

15 March 2007: Despite the spread of technologically advanced television sets such as the plasma-screen TV, a majority of movie fans still prefer the theatre.

According to the Motion Picture Association of America (MPAA), in 2006, a majority of film viewers – 63% – found “the ultimate movie-watching experience” in theatres rather than their living rooms.

A survey commissioned by the MPAA found that, in 2005, 69% preferred going out instead of staying home.

Theatergoers gave America’s box office a much-needed boost in 2006, ending the industry’s three-year depression, Dan Glickman, chairman of the Motion Picture Association of America, has said. Ticket sales rose by 5.5% to finish the year 2006 with $9.49 billion in domestic revenues.

“In 2006, film audiences around the world demonstrated through strong ticket sales that they love going to the movies,” Dan Glickman said.

While the 1.45 billion movie tickets sold in 2006 is an increase of 3.3% over 2005, the figure is still lower than the 2002 total of 1.6 billion.

Global returns climbed to an all-time high of $25.8 billion in 2006, up by 11% from the 2005 total of $23.3 billion.

Technology had a positive impact on movie fans, the Motion Picture Association of America survey showed. Those who use DVD players, Netflix, TiVo-type recorders and big-screen TVs were more likely to visit theatres than those who shun such technologies, Dan Glickman noted.

Tech-friendly fans saw an average of 10.5 films in 2006, compared to an average of 7.1 movie outings for low-tech types, according to the survey.

Movie fans also had more to choose from in 2006 – a record 607 movies were released in 2006, up from 549 in 2005.

The survey also showed that internet advertising is on the rise. Movie companies spent 3.7% of their advertising budgets on online advertisements in 2006, compared to 2.6% the previous year. The average cost to advertise a film in 2006 was $30.7 million, down from $32.4 million in 2005.



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