BFI RESEARCH AND STATISTICS PUBLISHED AUGUST 2016
AUDIENCES Credit: The Second Best Exotic Marigold Hotel courtesy of Twentieth Century Fox. All rights reserved. AUDIENCES
The audience lies at the heart of a vibrant and successful film economy and culture, yet current insight still provides a limited perspective on audience engagement. While data on cinema-going audiences is robust, new research is needed to show the full picture of the audience on all platforms.
FACTS IN FOCUS Television remains the most popular platform for watching film in the UK, followed by DVD/Blu-ray and cinema.
In 2015, 15-24 year olds made up the largest proportion of the UK cinema audience, at 29%. UK films were popular across all demographic groups, with a particularly strong appeal for those aged 45 and over. UK independent films were most popular among cinema-goers in this demographic.
Pitch Perfect 2 had the largest above-average audience share among the 15-24 age group, while The Lady in the Van had the largest share among cinema-goers aged 55 and above.
A wide range of genres appealed to women, whereas men were drawn to films with a strong action element.
UK films attracted above-average audiences across all nations and regions, except the North West.
Black and minority ethnic groups were over-represented among the cinema audience; disabled audiences were over-represented amongst physical video and digital consumers. AUDIENCES BFI Statistical Yearbook 2016 3 6.1
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V T 85.6 Platform/device 0 % Figure 1 Engagement with film by platform/device, 2015 Engagement with film by platform/device, 1 Figure In an era where a multitude of platformsIn of an a multitude and devices era where accessing film for are available now to audiences, surveya recent by Morris conducted Hargreaves McIntyre current how of provides audiences a snapshot withengage film (Figure 1). Lineartelevision was the popular most accessing platform film, for with 86% stating respondents they of a film watched had television on in the previous DVD 12 months. or was the with next popular, most Blu-ray saying 70% respondents of they usedhad this platform in the previous by followed cinema-going, 12 months, with 55%. In to earlier been estimate we have able editions the the of Yearbook, total size the of film in audience the UK based from data on a range sources. of In while to the been we have last able years, few however, track a significant growth online in for revenues services (see the Film digital on video report) we have been to define unable viewing figures films for accessed online via streaming download-to-own. or AUDIENCES FOR FILM IN THE UK FOR FILM AUDIENCES McIntyre Morris Hargreaves Source: 3,000 Institute. Survey conducted June 2015, survey population Reach – a market study report for the British Film Measuring Your Note: From adults (16+). and disability. In the this remainder of report, UK cinema at we look admissions cinema-goers’ by age, film preferences geographical and socio-economic location gender, by age, status, and film consumption by ethnicity 90 80 70 60 50 40 30 20 10 4 BFI Statistical Yearbook 2016 AUDIENCES % 10 15 20 25 30 35 40 Source: CAA,FilmMonitor Figure 2Agedistributionofadmissions,2003-2015 audiences age groups. above-average different for the with films showing section next the in reflected afinding cinema, the to children their taking due carers and may which be parents to similar, for 7-14 of admissions shares the Interestingly, for period most of very olds have the year been 35-44 and time. income leisure and disposable comparatively higher their and demographic this to appealing of films availability 55 aged increased over, and the to goers due part in most notably for increased, cinema- has over) and older (45 the age groups with audience associated of the share the decline, acounter this to As a10-year low 2015 of recording 29%. with decreased, group for this share the 2012 From of 35%. apeak to 26% from 15-24from increase an olds, year with audience percentage of the the drawn in trend 2011, and upward an However, was 2005 there between age groups. particular appealto astrong with titles number of of release successful on asmall the based fluctuations with period, time the throughout broadly similar been has for each category admissions of 2015. to The proportion 2003 relative from admissions of cinema age trends the 2shows Figure CINEMA AUDIENCEBYAGE 0 5
55+ 45-54 45+ 35-44 25-34 15-24 7-14 2003 20.8 14.9 21.7 30.2 12.4 - - 2004 17.9 18.2 20.1 26.0 17.8 - - 2005 21.1 17.4 19.9 26.5 15.1 - - 2006 16.1 16.0 19.0 31.6 17.2 - - 2007 18.3 17.0 17.0 29.6 18.1 - - 2008 15.6 18.5 31.7 15.8 9.4 9.0 - 2009 16.1 19.0 30.7 17.9 7.5 8.8 - 2010 14.0 23.3 31.8 13.6 8.7 8.7 - 2011 14.8 19.3 34.8 14.6 8.3 8.0 - 2012 15.8 18.1 33.5 14.4 9.4 8.7 - 2013 16.1 19.4 32.5 12.9 10.4 8.8 - 2014
11.5 15.9 18.0 30.8 14.4 9.3 - 201 12.5 16.3 18.7 29.4 13.6 9.5 - 5 AUDIENCES BFI Statistical Yearbook 2016 5 42 38 37 32 32 31 26 26 24 16 14 The , also Age group % of having the Cinderella and film’s total audience total film’s , as well as independent Hotel Transylvania 2 and Transylvania Hotel , which generated 74% of its of 74% , which generated , . The film. The with the highest single Big Hero 6 and Hero MinionsBig ,
. A variety genres of were popular with cinema-goers in the two older , the film earning top The the release of year.) UK with independent the highest significant (Table 4). (Table film only non-family The to achieve a significant in this above-average audience age Legend The Second Best Exotic Marigold Hotel Marigold Exotic Best and Second The Crowd Madding from the Far Home 6Big Hero Minions Inside Out 2 Hotel Transylvania Shaun the Sheep the Movie (UK) Pan (UK) (UK) Into the Woods (UK) Cinderella of top 20 and top UK audience (%) share 7-14 age group in total survey population (%) 7-14 age group Title Cinderella category Grey was of Fifty Shades UK groups,age for films. both a strong preference which showed of Releases attracting above-average from bothaudiences groups age outing, the Bond James included SPECTRE latest titles acrossabove-average all audience Van groups the age in in Lady was 2015 The from cinema-goersaudience and over (Tables 5 and 6). aged 55 Kingsman: The Secret Service The dominated the list 2 and films – Part Kingsman: of with Mockingjay Games: theHunger the Perfect 2 had highest Pitch the year comedy significant olds, music-based strongest appeal to 15-24 above-average ‘18’ certified The audience. also Grey a high had of Fifty appeal with Shades 30% its of from comprised adults this young audience of group 2). (Table also Grey of Fifty appealed strongly Shades the of many year alongside otherto titles olds 25-34 that were popular with from the audiences 15-24 group. (These age year groups old were the only two the for Kray above-averageto have audiences twins biopic, Family-friendly titles always feature highly the popular most among films with from the audiences 35-44 a high parents of and carers. which of group, up percentage age is year made old Releases with the significantmost appeal to cinema-goers in this category in were Home 2015 above-average audience share among 25-34 year was olds 25-34 share the among actionabove-average audience title Max: Fury (Table Road Mad 3). appealed stronglyappealed to this group 1). (Table While action and adventure films 7 & Furious such as Fast Table 1 Films with a significant above-average audience in the 7-14 age group, 2015 top 20 films and top UK films in the 7-14 age group, 1 Films with a significant above-average audience Table highest significant Family above-average films audiences. and fantasies such as Pan Animated features appealed most to the 7-14 age group age with Home Animated features to most the appealed 7-14 FILM PREFERENCES BY AGE BY PREFERENCES FILM outline 1-6 filmsTables with a statistically significant share across above-average audience different age groups the to show range films highlighting of is to say, to group that most each appealed That in 2015. films the where difference between group age and each attendance for attendance the audience average a particular film is greater than a standardstatistical threshold. UK films a significant had appeal across all groups, age particularly groups. age the older Source: CAA Film Monitor Source: Notes: to film-going occasions. That is, if a person went to the cinema to see 10 films in the this chapter refers ‘Audience’ in this table and throughout stated. Repeat visits to the above, unless otherwise figures that person would have contributed 10 film-going occasions to the audience year, in Cinema Advertising Association (CAA) Film Monitor. not recorded same films are The Film Monitor survey is carried out via a in 2015. of the 759 theatrical releases CAA Film Monitor included 82 film titles (mostly mainstream) months. Films are aged 7+, of those who had been to the cinema in the last three fortnightly omnibus survey of over 1,000 adults and children based on the film certificate. also age-filtered 6 BFI Statistical Yearbook 2016 AUDIENCES Table 3Filmswithasignificantabove-averageaudienceinthe25-34agegroup, 2015top20filmsandUK See notestoTable 1. Source: CAAFilmMonitor See notestoTable 1. Source: CAAFilmMonitor Table 2Filmswithasignificantabove-averageaudienceinthe15-24 agegroup, 2015top20filmsandUK 25-34 agegroup intotalsurveypopulation(%) 25-34 agegroup share oftop20andUKaudience(%) Fast &Furious7 Avengers: AgeofUltron (UK) Jurassic World The Martian(UK) Legend (UK) Terminator Genisys(UK) Fifty ShadesofGrey Mad Max:FuryRoad Title 15-24 agegroup intotalsurveypopulation(%) 15-24 agegroup share oftop20andUKaudience(%) Fifty ShadesofGrey Jurassic World Legend (UK) Mad Max:FuryRoad The Manfrom U.N.C.L.E.(UK) Avengers: AgeofUltron (UK) Ant-Man (UK) Taken 3 Kingsman: TheSecret Service (UK) The HungerGames:Mockingjay–Part2 Fast &Furious7 Pitch Perfect2 Title film’s total audience film’s total audience Age group % of %of group Age %of group Age 19 17 21 22 23 23 23 25 26 27 29 26 30 32 32 34 35 37 38 40 41 41 44 46
AUDIENCES BFI Statistical Yearbook 2016 7
25 25 23 23 22 22 21 17 16 17 15 13 13 13 10 10 74 69 55 52 34 23 20 13 13 Age group % of Age group % of Age group % of film’s total audience total film’s film’s total audience total film’s film’s total audience total film’s The Lady in the Van (UK) The Lady in the Van Hotel Transylvania 2 Hotel Transylvania (UK) Cinderella Inside Out (UK) Awakens The Force Star Wars: Fifty Shades of Grey Minions top UK audience (%) of top 20 and share 35-44 age group in total survey population (%) 35-44 age group (UK) the Madding Crowd Far from Mission: Impossible – Rogue Nation (UK) SPECTRE (UK) Mad Max: Fury Road (UK) The Second Best Exotic Marigold Hotel of top 20 and top UK audience (%) share 45-54 age group in total survey population (%) 45-54 age group The Second Best Exotic Marigold Hotel (UK) (UK) Suffragette (UK) Madding Crowd the Far from The Theory of Everything (UK) SPECTRE (UK) (UK) Everest of top 20 and top UK audience (%) share 55+ age group in total survey population (%) 55+ age group Title Home Title Title Source: CAA Film Monitor Source: 1. See notes to Table top 20 films and top UK films 2015 above-average audience in the 55+ age group, 6 Films with a significant Table Source: CAA Film Monitor Source: 1. See notes to Table 2015 top 20 films and top UK films in the 45-54 age group, 5 Films with a significant above-average audience Table Source: CAA Film Monitor Source: 1. See notes to Table
Table 4 Films with a significant above-average audience in the 35-44 age group, 2015 top 20 films and top UK films top UK and top 20 films 2015 age group, 35-44 in the audience above-average a significant with 4 Films Table 8 BFI Statistical Yearbook 2016 AUDIENCES See notestoTable 1. significant above-averageaudienceofeithergender. *Based onthemethodologyusedtomeasure averageaudiencesinthisdata, Everest,isincludedhere asitdoesnothaveastatistically Source: CAAFilmMonitor Table 7Audiencegendersplit,2015top20filmsandUK British. audience male being above-average an share with films top six but one all of the female compared audiences, to with audiences had preference astronger films for UK 2015 male in years, previous in Unlike appeal. Shades above-average greatest Fifty of the Grey having Cinderella with abroader of to Femaleappeal. films, range audiences drawn were Genisys Terminator among audiences, male popular with element action astrong particularly were with Titles appeal. gender had that no significant films female and audiences, three male above-average the and significant statistically with other. more of the one films gender Table top six than substantially the 7shows attracted some films basis, individual an On made up 51% films. for these cinema-goers of total who males towards bias slight 2015 had in avery audience films The top 20 for top and UK overall the FILM PREFERENCESBYGENDER Significant greater male audience share Significant greater female audience share The Martian(UK) Ant-Man (UK) Avengers: AgeofUltron (UK) The Manfrom U.N.C.L.E.(UK) Mad Max:FuryRoad Terminator Genisys(UK) Gender not difference significant Inside Out The SecondBestExoticMarigoldHotel(UK) Suffragette (UK) Fifty ShadesofGrey Pitch Perfect2 Cinderella (UK) Big Hero 6 Big Hero 6 The HungerGames:Mockingjay–Part2 Everest (UK)* , topping the list of films with a greater agreater with The ofMad films Man Road and Fury Max: list U.N.C.L.E. from topping the
Male % Male % Male % 63 66 69 69 71 73 34 34 31 27 25 21 49 50 58 , and Pitch 2and Perfect Female % Female Female % Female Female % Female
37 34 31 31 29 27 66 66 69 73 75 79 51 50 42 AUDIENCES BFI Statistical Yearbook 2016 9
53 52 52 47 44 38 37 33 31 41 41 39 37 34 34 , attracted total audience total audience total C1 groupC1 % of film’s AB group % of film’s and Cinderella Genisys
. While UK no films a significant had
. and Max: Fury Road Mad Far from the Madding Crowd (UK) the Madding Crowd Far from (UK) Suffragette (UK) The Second Best Exotic Marigold Hotel The Theory of Everything (UK) (UK) The Lady in the Van SPECTRE (UK) (UK) Awakens The Force Star Wars: of top 20 and top UK audience (%) AB share AB in total survey population (%) The Hunger Games: Mockingjay – Part 2 Mad Max: Fury Road Legend (UK) (UK) Age of Ultron Avengers: of top 20 and top UK audience (%) C1 share C1 in total survey population (%) Title Title the the highest for C2 while group, action above-average the audience thriller French-produced Taken 3, thehad greatest the were the group. These appeal for DE only two social groups significant to have drama the Grey for adult of above-average Fifty audiences Shades in the audiences C2appeal for two group, UK studio-backed titles, Terminator attracted significant from above-average the audiences group. DE Animations, comedies and action films, mainly Hollywood byproduced the major studios, appealed tomost the C2 social and DE 2 Animated groups and 11). Hotel (Tables 10 comedy Transylvania CAA Film Monitor. Source: 1. See notes to Table Table 9 Films with significant above-average C1 audience share, 2015 top 20 films and top UK films share, 9 Films with significant above-average C1 audience Table Four films,Four two which were UK of titles, attracted significant from above-average the audiences C1 social group 9). (Table – two The popular most releases Mockingjay were films the Games: non-UK Hunger The Part 2 Source: CAA Film Monitor Source: 1. See notes to Table Table 8 Films with significant above-average AB audience share, 2015 top 20 films and top UK films AB audience share, 8 Films with significant above-average Table All the of films that attracted significant from above-average the audiences AB social group were UK qualifying and Marigold Hotel Second Best Exotic The Suffragette titles, the Madding Crowd, from with Far andSPECTRE, were Awakens having The theForce strongest two top appeal. The films Star Wars: 2015, of also popular with this group 8). (Table FILM PREFERENCES BY SOCIAL GROUP SOCIAL BY PREFERENCES FILM UK films were popular all among social groups in cases inmost 2015, attracting a significant above- outline the films 8-11 share.Tables with audience average the strongest significant to appeal group each in the year. 10 BFI Statistical Yearbook 2016 AUDIENCES give an impression of the range of films that appealed most in each area. each area. appealed most that in of films range impression of an the give to audience above-average Wales (except Scotland) and asignificant with hadwhich four or more films West. Tables North 12-19 the from apart audiences each nation or in region or nations show regions the above-average attracted audience. above-average films UK asignificant with films topand UK 2015 top 20 films had the which one only from of release exception Scotland the average audiences, with above- significant attracted which had films at least two survey the by covered region television Every Ireland. not data does include Northern this provides which The survey region). geographic presented by data are the of (for ease understanding Association Advertising Cinema the by defined as region audience above-average each television an ISBA in attracted that releases on focuses films top and UK of audiences 2015 for top 20 films the distribution The regional and national FILM PREFERENCESBYNATION ORREGION See notestoTable 1. Source: CAAFilmMonitor Table 11Filmswithsignificantabove-averageDEaudienceshare, 2015top20filmsandUK Table 10Filmswithsignificantabove-averageC2audienceshare, 2015top20filmsandUK DE intotalsurveypopulation(%) DE share oftop20andUKaudience(%) Cinderella (UK) Fifty ShadesofGrey Home Hotel Transylvania 2 Terminator Genisys(UK) Fast &Furious7 Taken 3 Title See notestoTable 1. Source: CAAFilmMonitor C2 intotalsurveypopulation(%) C2 share oftop20and UKaudience(%) Fast &Furious7 Fifty ShadesofGrey Big Hero 6 Minions Pitch Perfect2 Home Hotel Transylvania 2 Title DE group % of film’s film’s %of group DE C2 group % of film’s film’s %of group C2 total audience total audience 16 15 18 19 19 20 21 26 29 19 18 21 22 23 23 23 23 24
BFI Statistical Yearbook 2016
AUDIENCES 11
9 9
23 23 23 21 20 16 15 17 15 14 13 13 13 11 total audience total total audience audience total Midlands % of film’s film’s of % Midlands
The Second Best Exotic Marigold Hotel Marigold Exotic Best Second The , Yorkshire and The Humber % of film’s
(Table 12). (Table Five the of seven titles with significant were appeal UK films. Legend The Hunger Games: Mockingjay – Part 2The Hunger Games: Mockingjay – Part Pan (UK) (UK) The Lady in the Van SPECTRE (UK) (UK) Into the Woods of top 20 and top UK audience (%) Midlands share Midlands in total survey population (%) Title Yorkshire and The Humber in total survey population (%) Yorkshire Title The Man From U.N.C.L.E. (UK) The Man From Marigold Hotel (UK) The Second Best Exotic Legend (UK) (UK)Everest (UK) Cinderella Fifty Shades of Grey Fast & Furious 7 top UK audience (%) of top 20 and and The Humber share Yorkshire CAA Film Monitor. Source: to the ISBA Central region. Midlands corresponds 1. See notes to Table and
Table 13 Films with a significant above-average Midlands audience share, 2015 top 20 films and top UK films audience share, 13 Films with a significant above-average Midlands Table UK films also the up majority made releases with of significant in appeal the Midlands, although the title with theAmerican-German highest was the above-average audience independent co-production, 2 (Table – Part 13). Mockingjay Games: Hunger The CAA Film Monitor. Source: region. to the ISBA Yorkshire and The Humber corresponds Yorkshire 1. See notes to Table Table 12 Films with significant above-average Yorkshire and The Humber audience share, 2015 top 20 films 2015 top 20 films share, The Humber audience and Yorkshire above-average with significant 12 Films Table films and top UK Yorkshire and The Humber had the had Humber highest releasesand The with of number Yorkshire significant a above-average with in 2015, audience seven films from U.N.C.L.E. Man including The 12 BFI Statistical Yearbook 2016 AUDIENCES See notestoTable 1. London andthehomecountiescorresponds totheISBALWT Carltonregion. Source: CAAFilmMonitor films andtopUK Table 15Filmswithsignificantabove-averageLondonandthehomecountiesaudienceshare, 2015top20 15). (Table appeal Martian 2015,London home The in the and while counties audience above-average in significant highest the Mad Road attracted The Fury re-boot Max: action See notestoTable 1. North West corresponds totheISBAGranadaregion. Source: CAAFilmMonitor Table 14Filmswithsignificantabove-averageNorth West audienceshare, 2015top20filmsandUK Jurassic World with productions, studio audiences above-average American were significant with films West, the all North the In
London intotalsurveypopulation(%) London share oftop20andUKaudience(%) Fast &Furious7 The Martian(UK) Home Mad Max:FuryRoad Title Title North West intotalsurvey population (%) North West share oftop20andUKaudience(%) Minions Fast &Furious7 Pitch Perfect2 Jurassic World
having the greatest appeal(Table 14). greatest the Pitch 2having Perfect and was the only UK film to have a significant have to asignificant film UK only the was London/home counties % counties ofLondon/home film’s North West % of film’s film’s %of West North
total audience total audience 21 20 23 24 24 27 12 12 14 14 15 15
BFI Statistical Yearbook 2016
AUDIENCES 13
9 6 5 4 21 15 14 13 11 10 10 10 total audience audience total total audience audience total South East of % film’s South West % of film’s had thehighest had above-average Far from the Madding Crowd (UK) the Madding Crowd Far from Marigold Hotel (UK) The Second Best Exotic (UK) The Theory of Everything (UK) Awakens The Force Star Wars: UK audience (%) of top 20 and top South East share South East in total survey population (%) Suffragette (UK) Suffragette (UK) The Lady in the Van SPECTRE (UK) Title Star Wars: The Force Awakens (UK) Awakens The Force Star Wars: of top 20 and top UK audience (%) share South West in total survey population (%) South West Title Source: CAA Film Monitor Source: to the ISBA TSW region. corresponds South West 1. See notes to Table Table 17 Films with significant above-average South West audience share, 2015 top 20 films and top UK films West audience share, 17 Films with significant above-average South Table Source: CAA Film Monitor Source: to the ISBA Meridian region. South East corresponds 1. See notes to Table Table 16 Films with significant above-average South East audience share, 2015 top 20 films and top UK films top 20 films 2015 share, East audience above-average South with significant 16 Films Table All the of releases with significant in the to appeal were audiences UK South films, East and South West titleswith the heading Crowd independent lists in both Madding from the regions and 17). (Tables 16 Far thehad highest in the above-average audience South East and Suffragette audience in theaudience South West.
14 BFI Statistical Yearbook 2016 AUDIENCES Digital includessubscriptionVoD services. includesallphysical videoformats,includingDVD,UniversalMediaDisc,high-definition DVDandBlu-ray.Video Fieldwork tookplaceinJanuary2016. Notes: Source: KantarWorldpanel Table 20Ethnicityofaudiencesaged13+forcinema,retail andrental videoanddigital,2015 on platforms. other consumers represented among film audiences White over-represented were rentersand (Table 20). under- and buyers among video over-represented audiences, under-represented and among buyers theatrical digital and among video were other) and mixed Chinese, (Asian, groups ethnic black minority and platforms, film across Looking FILM AUDIENCEBYETHNICITY See notestoTable 1. Scotland corresponds totheISBABorder, STVandGrampianregions. Source: CAAFilmMonitor Table 19Filmswithsignificantabove-averageScotlandaudienceshare, 2015top20filmsandUK See notestoTable 1. Wales corresponds totheISBAHTVregion. Source: CAAFilmMonitor Table 18Filmswithsignificantabove-average Wales audienceshare, 2015top20filmsandUK 18 19). and (Tables Scotland appeal in films. UK audiences all were Wales above-average in Scotland and significant The achieve to few releases Population aged13+ Digital buyersandrenters rentersVideo buyers Video Cinema-goers Total buyersofcinema,retail, rental anddigitalfilm Title Wales intotalsurveypopulation(%) Wales share oftop20andUKaudience (%) Shaun theSheepMovie(UK) Terminator Genisys(UK) Title Scotland intotalsurveypopulation(%) Scotland share oftop20andUKaudience(%) The TheoryofEverything(UK) Terminator Genisys Terminator The Theory of Everything of Theory Wales, appealin The while greatest had the
Chinese, mixed and Black, Asian, other % other 7.9 7.8 6.6 4.4 9.5 7.7 Scotland % of film’s film’s %of Scotland had the greatest greatest had the Wales % of film’s film’s %of Wales total audience total audience White % White 93.8 92.2 93.4 95.6 90.6 92.3 11 12 11 8 8 9 8
BFI Statistical Yearbook 2016
AUDIENCES 15 80.2 81.6 85.5 78.0 79.9 78.7 Not disabled % 19.8 18.4 14.5 22.0 20.6 21.3 Disabled % Disabled Population aged 13+ and digital film rental buyers of cinema, retail, Total Cinema-goers Video buyers Video renters Digital buyers and renters Kantar Worldpanel Source: 20. See notes to Table Table 21 Disabled audiences aged 13+ for cinema, retail and rental video and digital, 2015 and rental cinema, retail 21 Disabled audiences aged 13+ for Table FILM AUDIENCES BY DISABILITY BY DISABILITY AUDIENCES FILM Unlike in across previous all years, film disabled were over-represented people platforms in with 2015 21).the (Table Disabled the theatrical, audiences exception of of audience 14.5% they up where made as buyers video. of over-represented were most Research & Statistics Unit 21 Stephen Street, London W1T 1LN bfi.org.uk/statistics