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In 2013 stuurden we onderzoeksbureau Marketing Development er op uit om na te gaan wie de liefhebbers van familiefilms nu juist zijn. Hieruit bleek oa dat een bioscoopuitstap een familiale belevenis is waar de VVA en de kinderen gezamenlijk en ongestoord naar hun favoriete film kijken die ze ook samen kiezen.
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• Face-to-face surveys, N= 413
• In 4 Belgian movie theaters
• On selected family pack movies
• April 10 – May 19th 2013
(includes one week of the Easter holiday)
• Field by market research company Market Development
of the groups are parents with children
1 adult or 2 adults with 1 child or 2 children younger than 16 year
decides on the day itself to go to the movies
chooses the movie together with the kids on beforehand
of the parents confirms that by watching a movie trailer
in the preshow, they will watch that movie the next time
of the parents confirms that kids have been
asking for the product or film they have seen in the preshow
Presence of Main Responsible Purchaser (MRP)
28,8 32,9
38,3
0,0
5,0
10,0
15,0
20,0
25,0
30,0
35,0
40,0
45,0
6-7 year 8-9 year 10-12 year
Partition children’s age
Social groups
27
37 43
22
24
34 26
23
13 25
13 10
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Belgianpopulation
Moviegoer Family Pack
SG 7-8
SG 5-6
SG 3-4
SG 1-2
Source: Belgian population and moviegoer: CIM PMP 2011-2012
Frequency
34,0
23,0 24,0 22,0
0,0
5,0
10,0
15,0
20,0
25,0
30,0
35,0
40,0
1x or moreper month
1x per 2month
1 x per 3month
1x per 6months or
more
at least once a month to the movies
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