Key Takeaways:
- Resonate data identifies two large moviegoing audiences: 43M Home Streamers and 68.5M Movie Theater Enthusiasts. They want different things from a night out.
- Action movies are the strongest draw for both: 64% of Home Streamers and 75% of Movie Theater Enthusiasts would go to a theater to see one. Comedy and adventure follow.
- Neither group is buying movies to keep. Most bought no DVDs, Blu-rays, or digital movies in the last six months.
- Home Streamers value showing their abilities and earning admiration, and they enjoy group travel and online gaming. Competitive, social, group-friendly experiences fit them best.
- Movie Theater Enthusiasts want excitement and novelty, and they love collectibles and theme parks. Exclusive merchandise and event-style screenings give them a reason to keep coming back.
If you think back to the most-talked-about events of the year, movies (and their stars) figure heavily in the cultural conversation. Christopher Nolan’s The Odyssey sold-out IMAX theaters for weeks; You Can See Everything got everybody talking; and December will feature the highly anticipated Dune III and Avengers: Doomsday.
While everybody’s talking, posting, liking, and commenting, there’s an off-screen battle going on behind the scenes. Movie theaters are competing not just with each other but with streaming services. This offers consumers more choices than ever, making competition especially fierce. It also means that “people who watch movies” are now divided into segments: people who go to the theater, and people who prefer to use streaming services.
So, let’s take a closer look at how brands and agency partners can reach these distinct viewers.
What Does the Data Say About Movie Audiences?
Resonate data shows that there are 68.5M Movie Theater Enthusiasts who love watching on the big screen. The 43M Home Streamers prefer movies they can watch from the comfort of their couch.
In some ways, these groups overlap: When they do go out to the movies, for instance, both prefer AMC, with Regal a close second. They share a personal value: acquiring wealth and influence.
But they differ in their hobbies (besides watching movies, of course). Home Streamers enjoy online gambling, group travel, and fishing, a wide variety of activities that reflect a breadth of interests. Movie Theater Enthusiasts love going to the movies and theme parks and buying collectibles and memorabilia. For them, it’s about getting deep into fandom and being surrounded by items from their favorite movies.
What brings these viewers to the theater?
Big picture, the same genres bring both of these audiences to the movie theater:
Note, however, that Home Streamers fall off from buying a movie ticket a lot faster than the Enthusiasts. The only genre that brings over half of the Home Streamers out of the house and to the movies is action. Comedy interests exactly half of this audience, and from there, the numbers are less than 50%. By contrast, action, comedy, and adventure movies bring over 50% of the Movie Theater Enthusiasts to the big screen.
Here’s what this means for marketers: Action movies are the way to both of the audiences’ hearts. Biographies and Westerns have little pull for either group. They’re better suited to streaming windows or smaller, targeted promotions.
Consumers aren’t paying to own movies
Neither audience is intent on building its own DVD collection.
- 76% of Home Streamers and 78% of Movie Theater Enthusiasts didn’t buy a DVD or Blu-Ray in the last six months
- 50% of Home Streamers and 67% of Movie Theater Enthusiasts bought no movies digitally in that time
So for these consumers, the value of watching movies doesn’t come from owning them. Rather, it’s about the experience of watching them. To successfully appeal to either group, brands should focus on those feelings of happiness, satisfaction, and community that come from watching a really good movie and talking about it with other people.
How Can Brands Market to People Who Love Watching Movies on Streaming?
Resonate data reveals brands should:
- Make it competitive. Home Streamers enjoy online gambling and value showing their abilities, so give them something to win. Trivia before the show, prediction contests tied to big releases, and loyalty programs with leaderboards or status tiers all reward skill and give them a reason to come in.
- Make it a group outing. Group travel is a top hobby, which means they enjoy planning experiences with other people. Group ticket bundles, private screening rentals, and “bring the crew” packages turn a movie into an event worth leaving the house for.
- Offer status without showing off. This group values being admired and acquiring influence but also being humble. Premium seating, early access, and member perks should be positioned as earned rewards rather than flashy luxury.
- Lead with action. With 64% saying they’d go to the theater for an action movie, action releases are the strongest hook for this audience.
How Can Brands Engage People Who Love Going to Theaters?
To speak directly to the Movie Theater Enthusiasts, brands should:
- Turn the ticket into a collectible. This audience buys collectibles and memorabilia. Limited-edition popcorn buckets, collectible cups, and exclusive release-day merchandise give them something to take home.
- Bring theme park energy to the theater. They love theme parks and want a life full of novelty and excitement. Premium formats, themed lobbies, fan events, opening-night celebrations, and surprise screenings make each visit feel new.
- Make it worth sharing. They value a good public image, so design moments they’ll want to post: photo-worthy lobby displays, early-screening access, and premiere-style events.
- Reward their loyalty. As the larger and more committed audience, they’re worth protecting. Membership programs with early ticket access, exclusive screenings, and collectible rewards keep their visits frequent.
What’s the Takeaway for Other Brands?
Theaters aren’t the only ones who can use these insights.
- Studios and distributors can match campaigns to each audience, leaning on competition and group appeal for Home Streamers and on event-style excitement and collectibles for Enthusiasts.
- Collectibles and merchandise brands have a natural partner in Movie Theater Enthusiasts, especially around major action and adventure releases.
- Food, beverage, and snack brands can co-market collectible packaging and themed products tied to big releases.
- Travel and experience brands can reach Home Streamers through group packages and Enthusiasts through theme park and destination tie-ins.
Ready to Get Your Audience in the Door?
These two audiences might look similar on the surface, but what separates them is why they go to the theater, and that’s what determines whether your campaign will work. Resonate’s predictive consumer intelligence shows the values, motivations, and media habits behind audiences like these, so brands can build campaigns around what actually gets each group to buy a ticket.
Want to learn more about your custom audience and understand what moves them from decision to purchase? Schedule a consultation with a Resonate data expert today.
