Most Moviegoers Will Still Go To Theaters Even If What They’re Seeing Will Soon Be Streaming – Study
05.04.2023 - 16:51
/ deadline.com
Two-thirds of moviegoers are not concerned about the length of a film’s release window when they visit a theater, and theatrical titles still enjoy a vast advantage in terms of awareness over original movies made for streaming.
Those are two of the many findings in The Symbiotic Future of Theatrical & Streaming, a new report from UTA IQ, the agency’s research and analytics group. The 55-page report offers extensive validation for the traditional theatrical release model, using data collected January 3 to 11 from 2,000 U.S. consumers between the ages of 15 and 69.
Two-thirds of Americans say the length of time from a movie’s release in theaters to its availability at home has little or no impact on their decision to see a movie in theaters.
Maybe the most interesting section of the report has to do with the overlap of theatrical and streaming. Only 8 of the top 24 titles of 2022, the survey found, were original films made for streaming platforms, and the biggest of those, Glass Onion: A Knives Out Mystery, had a one-week national theatrical release as a one-off experiment by Netflix. Even more revealingly, when asked to name the most recent streaming original movie they watched, only one-quarter of consumers correctly listed one. The remaining 75% either couldn’t remember the last streaming original movie they watched or answered with the name of a theatrically released movie they watched at home.
Along with obvious theatrical-first draws like Top Gun: Maverick, the list of top titles included Sony’s Bullet Train, which streamed on Netflix under the studio’s pay-1 deal with the streaming service. Three of Netflix’s five top-viewed film releases of 2022 had theatrical windows first.
There are encouraging findings in
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