Chapter 15: Audiences – 167 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Audiences in Scotland have shown a preference for films based on home-grown characters and locations. In 2013, both Sunshine on Leith and Filth attracted significant above-average audiences. Table 15.17 Films with above-average Scotland audience share, 2013 top 20 films and top UK films Title Scotland % of film’s total audience Sunshine on Leith (UK) 32 Filth (UK) 32 Star Trek Into Darkness 14 Scotland share of top 20 and top UK audience (%) 9 Scotland in total survey population (%) 9 Source: CAA Film Monitor Scotland corresponds to the ISBA Border, STV and Grampian regions. See notes to Table 15.2. 15.7 Film audience by ethnicity Looking across film platforms, Black and minority ethnic groups (Asian, Chinese, mixed and other) were over-represented among buyers of cinema tickets, video rental and digital, and under-represented among video buyers, ie they comprised a greater proportion of consumers of these platforms than their proportion of the total population (Table 15.18). White audiences were over-represented among video buyers and under-represented among consumers of other platforms. Table 15.18 Ethnicity of audiences aged 13+ for cinema, rental and retail video and digital, 2013 Black, Asian, Chinese, mixed and other % White % Population aged 13+ 7.4 92.6 Total buyers of cinema, rental, retail and digital film 7.0 93.0 Cinema-goers 9.4 90.6 Video buyers 4.6 95.4 Video renters 9.3 90.7 Digital buyers and renters 8.2 91.8 Source: Kantar Worldpanel Notes: Field work took place in November 2013. Purchased data for 52 weeks ending 19 January 2014. Video includes all physical video formats, including DVD, Universal Media Disc, high-definition DVD and Blu-ray disc. Digital includes subscription VoD services.
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