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'Pirates' sees overwhelming in-theatre commitment - PRNewswire 7/18/06


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  • 'Pirates' sees overwhelming in-theatre commitment - PRNewswire 7/18/06

    Movie Advisory Board Finds Overwhelming Commitment to In-Theater Moviegoing For Pirates of the Caribbean

    89% of Moviegoers Polled Would Have Still Paid to See Captain Jack on the Big Screen Even if Day and Date DVD Release Was Available

    HOLLYWOOD, Calif., July 18 /PRNewswire/ -- Having measured the desire of Pirates of the Caribbean: Dead Man's Chest moviegoers to see the film in- theater, the Movie Advisory Board, a joint initiative between Nielsen Entertainment and, announced today the results of a survey of over 1700 moviegoers who had seen Pirates from its opening through last week.

    89% of Pirates theatergoers stated they would have still seen the film in a movie theater, even if it was available on the day of its theatrical release, either for sale or rental. The exact question posed to those who purchased a ticket and attended Pirates in a movie theatre was: If the DVD of "Pirates of the Caribbean: Dead Man's Chest" were available for sale (for between $19.99 and $24.99) or rental (at your usual rental fee) on the SAME DAY it premiered in the theatres (last Friday 7/7/06), would you have:
    A. Bought the Pirates DVD and not seen it in the theater
    B. Rented the Pirates DVD and not seen it in the theater
    C. Still seen Pirates in the theater
    D. Still seen Pirates in the theater and also bought the DVD
    E. Still seen Pirates in the theater and also rented the DVD

    The results were as follows: 7% - Bought the Pirates DVD and not seen it in the theater
    4% - Rented the Pirates DVD and not seen it in the theater
    38% - Still seen Pirates in the theater
    47% - Still seen Pirates in the theater and also bought the DVD
    4% - Still seen Pirates in the theater and also rented the DVD

    Uniquely, all respondents to the survey were validated as ticket purchasers through the transaction data.
    "Pirates illustrates the reliable commitment to moviegoing a consumer has when there is equity between the price and time required to consume a movie in the theater and the value derived," said Adrienne Becker, GM Strategic Development for Nielsen Entertainment. "Even with day and date release, the results of this preliminary study illustrate the potential opportunity to expand revenue rather than cannibalize it, with custom release strategies honed for specific films and their targets."

    "When it comes to movie consumption options, Pirates demonstrates that the in-theater, moviegoing experience does not require oversized screens or 3D effects to maintain its unparalleled uniqueness," added Gary Hiller, President of's Market Research Division. "Whereas Pirates' historic box office numbers highlight moviegoers' interest in the film based on exposure to reviews, recommendations or marketing initiatives prior to seeing the film, these post-viewing survey numbers reveal Pirates moviegoers' specific commitment to see the film in the theater, notwithstanding the hypothetical availability of alternate methods of delivery and consumption."
    "If you don't know how to draw, you don't belong in this building" - John Lasseter 2006

  • #2
    Re: 'Pirates' sees overwhelming in-theatre commitment - PRNewswire 7/18/06

    There are some movies which I believe would survive in the theatre even if same day DVD's were available. Pirates is a perfect example.

    The problem for the movie industry lies in the fact that MOST movies on the market today are not the big budget, CGI rich, dynamic films which still warrant a theatre trip. I don't think many people would be rushing to see "The Devil Wears Prada" in the theatre because you'd be loosing some of the impact by watching it at home.

    This, combined with the fact that more and more regular people have theatre quality monitors and sound systems in their living rooms, makes same day DVD's sales a precarious proposition for the movie industry.

    Originally posted by Senator David Wu (D-OR)
    Don't let faux-klingons send real Americans to war!

    Originally posted by TheHousingBubbleBlog
    Everyone says that the U.S. doesn’t make anything anymore, but that’s not exactly true. We’re the world leader in the manufacturing of bull****.


    • #3
      Direct Link to Story

      Here's a direct link to the story, should anyone want it:


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