Film consumption habits and attitude survey

This year's domestic film market is still the main importer. Recently, the reporter felt the wonderful atmosphere and shock of the US-made blockbuster production in the screening room of the China Film Company. I was fortunate to have first seen the imported blockbuster Gladiator, U-571 and the cartoon "Dinosaur" which will be released in Beijing this summer. The movie hall of first-class equipment, the continuous excitement of the scene, made the reporter fully appreciate the charm of a large piece. But calm down, but can't help but ask, what brings something in addition to the enjoyable enjoyment of the blockbuster? What is the situation of domestic films? How do ordinary people think about this? Therefore, in response to these problems, the newspaper conducted a random sample survey of residents in Beijing.

■ See imported large pieces more enjoyable than domestic films

According to the survey results, 62% of the respondents said they prefer to watch big movies; 37% of the respondents prefer domestic films; and two young ladies in their 20s told reporters that they liked imported and domestic films. It seems that imported blockbusters have a large advantage in the market competition. In terms of gender ratio, male residents prefer importing large movies, and 65% of male respondents express their preference for imported large-scale films; the proportion of female residents is much smaller, only 57%. In terms of age structure, young people between the ages of 20 and 30 are the main advocates of imported blockbusters. In this age group, 72% of residents said they prefer to watch imported movies; while middle-aged and elderly residents aged 51 to 60 are It is the most loyal audience of domestic films, and said that the proportion of domestic movies is 54%.

Total preference for men and women in the film

Imported large pieces 65% 57% 62%

Domestic film 35% 41% 38%

Does not matter 0%2% 1%

Total 100% 100% 100%

■Imported large pieces rely on good looks to win

What is the winning blockbuster? Our survey shows that 90% of viewers are more concerned about whether the content of the film is good-looking when choosing a film, and it is not whether the film is imported or domestically produced, nor is it to look at the fare and then decide. This fully shows that the domestic film is defeated in the collision with the imported blockbusters. It is not the psychological phenomenon of the Chinese people who worship the foreigner. The most fundamental reason is that the goods are not enough. The people are all people who know the goods.

From the perspective of the film category, although the turnip greens have their own love, on the whole, life films, comedies, and action movies are the most popular types of viewers, and these three types of films are the most popular among viewers. The ratios are 26%, 26% and 24% respectively. Different genders have different film categories, male viewers prefer to watch life films, and female viewers prefer to watch romance films. Audiences of different ages also have different tastes. Young people between the ages of 20 and 30 are most fond of watching action movies; audiences under 20 and 41 to 50 years old most like to watch comedies; 31 to 40 years old, 51 to 60 years old And the audience over the age of 60 love to watch life movies.

47% of respondents said they don't know about the upcoming movie; only 28% of respondents know about the upcoming movie; another 25% said they know a part, but they don't know it. It seems that the promotion of the film needs to be further strengthened. Among the channels for understanding large-scale information, newspapers and TVs ranked in the top two, with 63% and 60% of residents choosing them respectively. Another 16% of residents said they learned about the film through cinema advertisements. Other channels include internet, radio and friends and family. 59% of respondents said they would selectively watch blockbusters, 29% said they were not prepared to watch the recent blockbuster, and only 13% said they would watch all recent blockbusters. In terms of age distribution, young people under the age of 20 are the most important audiences in large movies. Only 8.57% of residents of this age group said they would not watch the recent big movies; while residents over 40 years old have obvious interest in blockbusters. Reducing that residents over the age of 60 said that they did not see the proportion of recent blockbusters as high as 67%; none of the residents over the age of 50 said they would watch all the recent blockbusters. For the current number of imported blockbusters, 43% of viewers think it is more appropriate; 38% think too little; 18% think too much; 1% of the audience said they could not feel it.

■It is VCD who grabbed the money from the theater.

Watching the blockbuster way for men and women in total

See VCD 64%51% 59%

Go to the cinema 36% 48% 41%

Have not seen imported large pieces 0% 1% 1%

Total 100% 100% 100%

In the way to watch the blockbuster, 59% of the residents said that watching large movies is usually through VCD; only 41% of the residents who go to the cinema to watch large movies. It seems that the big movie is fire, but it is not a place to burn. The VCD's light overshadows the cinema. What is the reason? Among the viewers who chose to watch the VCD, 44% thought that the VCD was free to watch and place; 34% of the audience attributed the reason to cheap; others said that the VCD can be viewed repeatedly, and can be enjoyed and enjoyed by family and friends. It is an effect that cannot be achieved in a movie theater.

There are indeed many problems in cinemas. However, the audience did not point too much to the hardware equipment of the theater. 48% of the audience expressed satisfaction with the hardware facilities of the theater. 40% of the people thought that only 12% of the audience were dissatisfied with the hardware facilities. The most accused is the fare problem, 67% of the respondents said that the theater's fare is too high, unbearable; and the film's dubbing and environmental sanitation, service, etc. is also the reason for the audience to stay away from the cinema.

■ movie fare should be less than 20 yuan

How much is the cinema fare positioning appropriate? More than two-thirds of the audience believe that the price of imported large films should be set at 10-20 yuan; 59% of the audience believe that the price of domestic films should not exceed 10 yuan.

How can domestic films improve their competitiveness with imported blockbusters? 42% of the audience believe that the film selection and plot design should be the first; 18% of the audience think that the actors' performance needs to be improved; 16% of the audience think that it is urgent to strengthen the film's post-production; the director's level, propaganda and funds The audience has also put forward higher requirements.