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Monday 3 October 2005
New research shows local press is the most popular media source for film coverage, but 1 in 5 adults believe there is insufficient coverage of films in local media

At the 50th Cinema Days event for regional film journalists, FDA calls for more film coverage in UK local media

Every weekend (Saturday and Sunday) in the UK, an average of 1.5 million people go to the cinema – typically more than 3.25m in a full week. 26% of the UK population visit the cinema at least once a month. Over the nine-month football season, more people see a film in the cinema than attend football matches in all the English/Welsh and Scottish leagues and cup competitions combined.

With the 50 th Cinema Days convention of UK regional film journalists taking place in October 2005, Film Distributors’ Association (FDA), the trade body for UK theatrical film distributors that organises Cinema Days, commissioned a new study from leading research company, TNS. During summer 2005, a representative sample of 1,916 adults aged 16+ in the UK’s nations and regions – Scotland, Wales, Northern Ireland and England excluding Greater London – who had been to the cinema at least once in the last 12 months, was asked a two-part question:

• Which media sources, both national and local, do you use when you’re looking for coverage on current film releases; and
• In each case, do you think they provide too much, the right amount or too little coverage of new films? ‘Coverage’ was defined as ‘articles, features or interviews telling you what the film is about’, i.e. editorial material, not listings information.

Key findings

One-third (34%) of adults turn to local media (press and radio) for coverage of new films, more than refer to any other source. Also, the more often someone visits the cinema, the more likely they are to be regular readers of a local or regional newspaper.

Overall, the most popular source for film coverage is local/regional press (used by 30% of adults), followed closely by the internet (29%), television (28%), national press (20%), specialist film magazines (6%), and local and national radio (4% each). 26% are influenced by ‘word of mouth’ advice from friends, family or colleagues.

Local press is especially important as a source on films among those aged 35+ and there is a slight female bias. It is even more popular as a source on films in Scotland, Wales and Northern Ireland than in the regions of England.

Almost 1 in 5 adults (19%) believe there is not enough film coverage in their local press; 21% on local radio – the highest levels for any type of media, national or local.

Only 2% think there is too much film coverage in local press. The remainder feels there is either the right amount or doesn’t know. Accordingly, substantially more consumers of local media would be pleased than displeased by an expansion in film coverage.

25% of under-35s think there is too little film coverage in the local press, the highest proportion of any age group. These people are turning mainly to the internet – the single biggest rival to local media – to satisfy their thirst by alternative means. Of all those who think there is too little film coverage, 80% have internet access. Among the most frequent cinemagoers – 16-34 year-olds – television and websites are now more popular sources of film information than local press.

Robert Mitchell , Senior Vice-President and Managing Director, Buena Vista International (UK) Ltd, host distributor for the 50 th Cinema Days event, said:

“Local media are trusted local voices, often an integral part of their communities. They can be influential carriers and powerful advocates for new releases, contributing significantly to the audience’s pool of knowledge and interest in a new film. We appreciate there is some terrific film journalism in regional media, but the research indicates clearly that this particular area of people’s cultural lives and leisure time remains relatively under-served. We urge local media outlets to answer their readers’ and listeners’ calls for wider film coverage.”

Mark Batey , FDA Chief Executive, said:

“As the profile of cinemagoers tends to be younger and more upmarket than the population as a whole, cinemagoers represent a large, sophisticated audience that’s attractive to many blue-chip brand advertisers. Stepping up the level of film coverage could be a real win–win for local media operators and local cinemagoers.”

Peter Scott , Cinema Days event co-ordinator, said:

“Three-quarters of UK cinema admissions take place outside the Greater London area, so the profile of new films in the regions is incredibly important. We recognise the high significance of regional media for cinemagoers across the board and we’re committed to supporting the work of regional film journalists through FDA’s regular Cinema Days. But there’s still more that could be done – this research shows the public throughout the UK would appreciate extra opportunities locally to read and hear about a range of films and filmmakers.”

Notes to editors

• Film Distributors’ Association , the trade body for UK theatrical film distributors, was formed in 1915. Films released by FDA’s membership currently account for approximately 97% of UK cinema admissions. There were 171.3m cinema admissions in the UK in 2004, approximately 75% occurring outside Greater London. Copies of the FDA Yearbook, containing a wealth of data and comment about UK cinemagoing trends, are available free on request.
• Cinema Days , organised by FDA, comprise preview screenings and press conferences for regional film journalists who convene from all over the UK for a four-day weekend, three times a year. The first Cinema Days was held in High Wycombe, Bucks, in 1988. Today, up to 100 media delegates, both staff and freelance, attend each event.
• The 50 th FDA Cinema Days , hosted by Buena Vista International (UK), takes place in Milton Keynes, Bucks, on 6–9 October 2005, a highlight of FDA’s 90 th anniversary year. On Friday 7 October, FDA hosts a special reception in the Cinema Days Media Centre for regional film journalists, editors and industry colleagues from all over the UK.
• The research fieldwork was conducted for FDA by TNS/Omnimas in August 2005. The media sources offered on a multi-choice basis to consumers in the face-to-face interviews were: television programmes, national press, local/regional press, national radio, local/regional radio, specialist film magazines, the internet and ‘word of mouth’ comments from other people. In-cinema sources of information, such as film trailers and foyer displays, were excluded in order to focus on the relative importance of the various types of national and local media.

Contact for further information

Peter Scott, Event Co-ordinator, Cinema Days 1988 to date
Email peter@cinemadays.com
Tel 07855 940 920 Mark Batey , FDA Chief Executive
Email mbatey@fda.uk.net
Tel 020 7437 4383

Online: Programme details for the 50th Cinema Days, together with a full event archive and other information, are available on the dedicated website, www.cinemadays.com. FDA’s principal website is www.launchingfilms.com.