Chapter 15: Audiences – 159 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 15.3 Film preferences by age Tables 15.1-15.6 outline films with a statistically significant above-average audience share across different age groups to show the range of films that appealed most to each group. UK films had a significant appeal across all age groups, and a preference for UK films grew in line with the audience age, with the exception of the 35-44 age group, which includes many parents and carers accompanying younger children. Both the 45-54 and 55+ age groups showed a strong preference for UK independent films. Animations such as Wreck-it Ralph, Despicable Me 2 and Monsters University were of particular appeal to the 7-14 age group but the film with the highest significant above-average audience in this category was the boy-band concert documentary One Direction: This Is Us (Table 15.1). Comedies and action films appealed most to 15-24 year olds, where the films with the highest significant above-average audiences were The Hangover Part III, Kick-Ass 2 and Fast & Furious 6 (Table 15.2). Action films also appealed strongly to 25-34 year olds (Table 15.3). The film with the highest significant above-average audience in this category was the western Django Unchained, followed by Fast & Furious 6, Rush and Trance. Many of the films with an above-average audience in this age group also appealed strongly to 15-24 year olds. Parents and carers in the 35-44 age group meant that Frozen, The Croods and Jack the Giant Slayer were the only films with above-average audiences in this category (Table 15.4). A wide variety of genres including musical, action, drama, sci-fi and romantic comedy were popular with cinema-goers in the 45-54 age range (Table 15.5). Sunshine on Leith, Rush and Filth had the highest significant above-average audiences in this category. For audiences in the 55+ age group, drama, biopic and musical films had the greatest appeal, with Quartet, Philomena and Les Misérables attracting the highest significant above-average audiences (Table 15.6). It is estimated that Quartet was seen by almost 90% of cinema-goers in this age group. Table 15.1 Films with an above-average audience in the 7-14 age group, 2013 top 20 films and top UK films1 Title Age group % of the film’s total audience One Direction: This Is Us (UK) 49 Wreck-It Ralph 35 Despicable Me 2 34 Monsters University 33 The Croods 32 Frozen 29 Oz the Great and Powerful 29 Jack the Giant Slayer (UK) 26 7-14 age group in top 20 and top UK audience (%) 15 7-14 age group in total survey population (%) 13 Source: CAA Film Monitor Notes 1 Audience data were only available for 23 of the 35 top 20 films and top UK films released in 2013. ‘Audience’ in this table and throughout this chapter refers to film-going occasions. That is, if a person went to the cinema to see 10 films in 2013, that person would have contributed 10 film-going occasions to the audience figures above, unless otherwise stated. Repeat visits to the same films are not recorded in Cinema Advertising Association (CAA) Film Monitor. CAA Film Monitor included 102 film titles (mostly mainstream) of the 698 theatrical releases in 2013. The Film Monitor survey is carried out via a fortnightly omnibus survey of over 1,000 adults and children aged 7+, of those who had been to the cinema in the last three months. Films are also age-filtered based on the film certificate.
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