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Buzz a Major Influencer of Teens' Movie-Going Decisions
Most teens see movies within the first two weeks - 27% say they usually go on opening weekend, and an additional 44% go within the first two weeks - according to a recent OTX (Online Testing eXchange) Teen Topix survey of movie-going behavior and preferences.
Buzz is key to influencing movie-going decisions for teens:
- 70% of teens say that people are talking about a movie makes them want to see it in the theater.
- That exceeds the influence of trailers (68%), ads (65%), or reviews (48%).
Teens also find out about the latest movies by traditional means, with 61% saying they get information from TV ads and 46% from in-theater trailers.
Entertainment websites (15%), social networking sites (15%), video sharing sites (13%), and movie ticket sites (8%), all fall nearer the bottom of the information hierarchy.
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Another key finding of the study was that teens are viewing movies they missed in theaters in more traditional ways. When teens were asked how they plan to view specific movies they didn’t see in the theater, most (69%) said they would rent or buy the DVD; pay-per-view and TV were also mentioned as options by about 1 in 10, but downloads were in the 1%-5% range, depending on title.
Additional findings about teens and possible movie sequels and anticipated fall/winter films:
About the study: OTX, in conjunction with networking site eCRUSH, surveyed 750 13-17-year-old teens across the country about their movie-going behavior and preferences.
