Boxoffice Pro Q1 2021

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Industry BIG DATA NEW BEGINNINGS As Theatrical Exclusivity Windows Shrink, Cinema Owners Look at the Potential Impact of Streaming on Their Bottom Line BY LARRY ETTER & RADESH PALAKURTHI, PHD, MBA 34 Q1 2021
Does streaming finally spell the end of cinema? It is the question many theatrical exhibition professionals are asking themselves with greater urgency, thanks to a newly shortened theatrical exclusivity window and studios rushing to get their films on home entertainment platforms as quickly as possible during the coronavirus pandemic. Driven by these concerns, a team from the University of Memphis Kemmons Wilson School of Hospitality and Resort Management, under the leadership of Radesh Palakurthi, PhD, MBA, and commissioned by Larry Etter, director of education for the National Association of Concessionaires, compiled research on audiences’ streaming and moviegoing preferences and habits to determine the potential impact of streaming on moviegoing. Palakurthi enlisted the support of Qualtrics, a globally recognized survey facilitator, to assist in the study. The survey was performed in 2019, before Covid-19 shutdowns, allowing for a fair comparison between streaming and moviegoing. The survey offered 35 statements comparing streaming services with movie theaters on a 5-point Likert Scale (1 = strongly agree to 5 = strongly disagree). A factor analysis was used to reduce the 35 statements to core constructs for in-depth study. There were 420 usable responses (as determined by Qualtrics). The demographics of the qualified respondents were as follows: Respondent Demographics Age distribution of respondents (% of total) Respondents by race (% of total) 25-34 White 35-44 Black 18-24 Asian 45-54 Other 55-64 0 10 20 30 40 50 60 70 65+ 0 5 10 15 20 25 30 35 Annual household income of respondents (% of total) Education of respondents (% of total) $150K+ $90-$150K $60-$90K $30-$60K Graduate or professional degree Bachelor’s degree in college Some college or associate degree High school or less -$30K 0 5 10 15 20 25 30 35 0 5 10 15 20 25 30 35 Q1 2021 35
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Boxoffice Pro Q1 2021

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