2D, 3D or IMAX – What types of film screenings do Britons attend
New data from YouGov Profiles draws light on the types of film screenings Britons attend. 2D cinema is the most popular choice, with 24% of Britons attending these screenings. Younger adults aged 18-24 are more likely to have the highest attendance at 31%, while those aged 55 and above attend at a rate of 16%. Men (26%) attend 2D cinema more than women (23%). People with higher incomes, defined as higher than 200% of the median, attend 2D cinema the most at 37%, compared to 27% for middle incomes and 15% for lower incomes.
3D cinema is attended by 10% of Britons, with men (11%) slightly more likely to attend than women (9%). This type of screening is most popular among those aged 25-39, with 16% in attendance, followed by higher incomes Britons (15%) and those aged 18-24 (14%).
4DX cinema, a more immersive experience, is the least attended with only 3% of all respondents going but it enjoys an audience likely to be of great interest to advertisers. Younger adults aged 25-39 lead in attendance at 7%, while those with higher incomes attend at a rate of 6%. This audience tends to be more brand-conscious, with 53% of 4DX cinema goers likely to favor branded products, compared to 15% of the general population. Additionally, 32% of 4DX attendees are actively looking to buy new tech devices, versus 5% of the general population. They are also keen to adopt new technology as soon as it hits the market (25% vs. 7%). Moreover, 53% of 4DX cinema goers trust products recommended by celebrities or influencers, compared to 15% of all US adults.
IMAX screenings are attended by 8% of Britons. Adults aged 18-24 and 25-39 both have the highest attendance at 11%, while those aged 55 and above attend at a rate of 4%. Men (9%) and people with higher income are more likely to attend IMAX than women (6%, middle income (8%) and lower income earners (4%).
Big screen events attract 4% of adults. Young adults aged 25-39 and people with higher income have the highest attendance at 7%.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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