Harkness Screens the world’s leading screen technology
company and thought-leaders in on-screen brightness has announced the results
of an in-depth consumer research study conducted by National CineMedia into
presentation quality, auditorium technology and the influences this has on the
choices the movie-goer makes when choosing to visit the cinema.
Carried out during March and early April 2018
and with over 1,000 responses from movie-goers across the United States, this
latest research showcases the requirement for cinema exhibitors around the
world to look closely at presentation quality and to consider the impact that
sub-standard presentation has on movie-goers.
“Whilst it is very clear from the research
that movie-goers overwhelmingly prefer the cinema to watching a movie at home
because of the immersive nature of the big screen and the shared experience, it
is essential that exhibitors focus on getting the most out of their existing
equipment, optimise their auditoriums, monitor presentation performance and
carefully consider upgrade and replacement programs for all items including
screens to ensure that movie theaters continue to differentiate from the
experience movie-goers receive at home,” explains Anthony Kelly, SVP Sales and
Marketing, USA at Harkness Screens.
The research suggests that technology remains
a key part of the cinema experience with movie-goers having a distinct
awareness of the technology present inside the auditorium and more than two
thirds of respondents claiming that this has a strong bearing on their decision
as to which movie theater to visit.
Specific to the technology inside the theater, 88% of movie-goers polled
suggested that image quality is extremely important both in the decision to
visit a theater and also to their enjoyment of the movie. This is further exemplified by over 40% of
movie-goers suggesting that they would be more willing to consider watching
more movies in 3D again if presentation and image quality was improved.
“We have long championed that exhibitors need
to do more to ensure that they are providing movie-goers with the best possible
presentation and that it has a profound effect on the revenue line of the
exhibitor. Not only does the research
point very strongly towards this but also shows the potential to create
incremental box office through premium pricing on 3D movie tickets. With more than half of our panellists
suggesting that improved image and presentation quality would make them more
likely to visit the theater more often, it is clear that exhibitors investing
in maintaining and upgrading their presentation equipment, particularly their
3D and projection technology (where there have been enormous advances since the
3D roll-out eight years ago) are creating a differentiator and driving a return
on the investments they continue to make,” Kelly adds.