Boxoffice November 2016
The Official Magazine of the National Association of Theatre Owners
The Official Magazine of the National Association of Theatre Owners
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What<br />
Women<br />
Want<br />
UNLOCKING BOX OFFICE REVENUE<br />
by Bryan Smith, Chief Data Scientist, Movio<br />
THE BOX OFFICE CHALLENGE<br />
Two of the all-time top-10 North American Domestic<br />
movies, Jurassic World and The Avengers: Age of Ultron,<br />
were released in 2015. Despite the nearly $2 billion earned<br />
by these two films, however, the unadjusted cumulative<br />
box office for the year is up only 6 percent over 2014<br />
and less than 1 percent over 2013. This suggests that<br />
successful big-budget tentpole films are not sufficient<br />
for driving an increase in overall moviegoing. Due to<br />
the large production budgets, it’s also not feasible to<br />
simply produce more of these types of films, and this<br />
may be counterproductive as it simply divides the same<br />
viewership over a larger number of movies.<br />
Therefore, we would like to ask these questions:<br />
• Are there groups of moviegoers that attend the cinema<br />
regularly but avoid tentpole films?<br />
• If so, what do these groups look like?<br />
• What types of content do they prefer?<br />
• Would it make sense to spend more resources<br />
producing and/or marketing content to these groups?<br />
NOVEMBER 2015 BoxOffice ® Pro 29
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