Research of ideal customers and specialised films

Statistical Yearbook 2010 (UK Film Council)

Audiences

Watching films is one of the UK’s favourite pastimes. On average almost seven films are seen per person per month, either in the cinema, on video or television, or increasingly online and via portable devices. Age, gender, ethnicity and socio-economic status influence film preferences and the tendency to watch films at home or on the big screen – and to download films illicitly.

Facts in focus

• In 2009, 60% of the UK population said they went to the cinema at least once a year, the same percentage as 2008.
• 18% went to the cinema once a month or more.
• The cinema audience for the top 20 films in 2009 was predominantly young, with the 7–34 age group (40% of the population) making up 64% of the audience.
• Minority ethnic groups were equally or over-represented in the film audience, except for viewing pay-per-view films where they were under-represented.
• Disabled people were under-represented in the film audience.
• Total ‘film viewing occasions’ numbered over 4.5 billion, which means an average of 81 film viewings per person in 2009.

Specialised films

Specialised films offer audiences an experience of cinema that is very different from mainstream commercial fare. Such films may offer an innovative cinematic style, engage with challenging subject matter, be in foreign languages or portray experiences from different cultures. Evidence shows that specialised films are a growing aspect of our film culture.

Facts in focus

• 347 specialised films were released in the UK in 2009 (69% of the total) earning £173 million (15% of the total gross box office).
• Films in 28 different languages (including English) were released in the UK in 2009.
• 161 foreign language films made up 32% of total releases, but shared just 2% of the UK box office.
• Hindi was the most frequent foreign language in terms of the number of releases, with 3 Idiots and Love Aaj Kal being the two most popular Hindi films.
• 56 documentary films were released, accounting for 11% of releases but only 1% of the gross box office.
• 26 classic and archive films were re-released (5% of the total), accounting for 0.2% of the box office.