Crowd DNA Diving In DCM

Diving in... Youth: cultural and social currencies

Friday, 2 October 2009

Cinema as escapism, as a social catalyst, as a place for quality interaction

Innovation at the cinema and the role of social media

How cinema acts as a unifying force

Diving in... FRESH INSIGHTS ON YOUTH AT THE CINEMA

Snapshot of key themes to come:

Cinema as an event; as a lasting, infectious conversation


Teenagers outside screening of Bill Hayley’s Rock Around The Clock

Released in 1956, a film which caused riots in the movie theatres

But also a window onto a new world of sounds, styles and rituals

BUT FIRST... BACK TO the 1950s

Disgruntled reporter at Rock Around The Clock screening “When the National Anthem was playing, hardly anyone stood to attention.”

The New York Times said...“This film is a communicable disease.”

Cinema and youth culture had made a lasting link


Cinema + youth culture: deeply connected ever since...

A case of happily ever after

Evolving in tandem across the decades

New trends, innovations, soundtracks, heroes and anti-heroes

Never failing to cause a stir (witness Brüno most recently!)


Cinema + youth culture: deeply connected ever since...

A case of happily ever after

Evolving in tandem across the decades

New trends, innovations, soundtracks, heroes and anti-heroes

Never failing to cause a stir (witness Brüno most recently!)


Young cinemagoers (15-24) in 2008

40% of young people have visited the cinema in the last month*

THE NUMBERS TELL A GOOD STORY...

(*CAA Film Monitor 2008)

70% of young people have visited the cinema in the last three months*


BRINGING THE AUDIENCE TO LIFE...

What role does cinema play in their lives?

Numbers only tell part of the story

Crowd DNA’s brief: dig deeper into the relationship between youth culture and cinema

How do they plan trips and make recommendations?

What’s changing? What remains constant?


RESEARCH METHODS...

Online forums

Twitter communications

Mobile phone content

Social media tracking

Expert interviews


bunking oFf school, imagining your future...Jon Savage, author of England’s Dreaming and Teenage: The Creation Of Youth


bunking oFf school, imagining your future...Jon Savage, author of England’s Dreaming and Teenage: The Creation Of Youth


the big screen, surround sound, the darkness, diving in...Young participants on what the cinema experience means to them


the big screen, surround sound, the darkness, diving in...Young participants on what the cinema experience means to them


Interaction which social media cannot offer

Immersion - stands out in age of multi-channel noise and snacking on short form content

Stands out even more in age of the handheld device

EScapism, Diving in...

Sophie, 17, London

“We all talk about films, but we don’t all talk about music. There’s something nicer talking about going to the cinema”

Sophie, 17, London

“We all talk about films, but we don’t all talk about music. There’s something nicer talking about going to the cinema”

Escaping from having 100 things to do at once

Not being at home!Harriet, 21, Nottingham“You relax and can completely follow the story, or be amazed by the action, or see a book come to life as you imagined it.”

Jamie, 19, Leeds“You go in feeling one way - you come out feeling another.”


The place where friendship groups bond

Stocking up on conversational fuel

A Social catalyst...

Quality entertainment, quality interaction

Not just with your friends - connecting with everyone in the auditorium

Safe but relatively un-policed by adults

Zesh, 20, Leeds“It’s a special event which keeps on happening. There are always quality films.”

Jamie, 17, Hull

“I’ve got two main entertainment options - swimming and the cinema. There’s only so much you can go swimming but there’s always another blockbuster coming.”

A special event which keeps on happening


The Effect lasts...

They keep on discussing, recommending it

Nathan, 16, Glasgow

“There’s always more to say about films. You talk about the funny bits, the sad bits. What they were wearing, what they said.”

Cinema stays with them, has enduring talk value

It keeps them energised through the week

Social media means more channels through which to communicate that enthusiasm


DIFFERENT FILMS, DIFFERENT PEOPLE...

Where different generations and genders mix, where ideas get disseminated

Friends, boyfriends/girlfriends, siblings, parents, grandparents

More diverse attendance habits than any form of out-of-home entertainment

Tom, 19, Manchester

“I went to see Brüno with my mum. You get to see how your parents react.”


BRing on the innovation...

Half of young people we spoke to have already discussed James Cameron’s Avatar

3D isn’t the future - it’s the here and now

No stigma of first wave of 3D - willing recipients

Alex, 22, Edinburgh

“The future of cinema’s going to go well beyond 3D. Cannot wait.”


MORE CONNected...

Particularly across social media, radio, free-sheets and reading books

Clear difference in online forums between cinemagoers and non-cinemagoers

Cinemagoers expressed wider media repertoire

More attuned to both receiving information and passing it on


real stars...

Charismatic global superstars

Abi, 16, Guildford“You look at someone on that big screen and you pick up on their style. You try and learn a bit from them.”

Maxed out on low-grade TV celebrities

Cinema offers more

Taking cues, shaping identities


CInema rituals, cinema trends...

Quickfire insights from Tina Barnard, 21, cinema employee

“More people getting dressed up, making an effort.”

“Large friendship groups sometimes splitting into smaller groups to see different films, then meeting up afterwards to discuss.”

“People staying in cinema longer - drinking, chatting, using wi-fi.”

“Less people just ‘passing the time’ at the cinema - more who view it as a special occasion.”


Loving the trailers, updating your status...Blaise Belville, 24, founder of youth culture website, Platform


Loving the trailers, updating your status...Blaise Belville, 24, founder of youth culture website, Platform


TALKING FILMS, SHARING IDEAS, VOTING ON MOBILES...Young participants - how they talk about films and future possibilities


TALKING FILMS, SHARING IDEAS, VOTING ON MOBILES...Young participants - how they talk about films and future possibilities


THE IMPACT OF SOCIAL MEDIA...

Impact as significant as on any entertainment form

Kwesi, 22, Birmingham“You always know where people are and what they’re doing.”

Even more snappy and fluid decisions being made

Safe to say that process of planning, reporting and recommending trips to the cinema have changed forever

Three main impacts on cinema... >>>


SOCIAL MEDIA impact No.1 - organising trips...

Friendship groups always connected, always aware of what others are doing

Kwesi, 22, Birmingham

“You always know where people are and what they’re doing”

Using social media to quickly, efficiently organise trips to cinema

Increasingly accessing Facebook on the move - viewing film times, reviews, peer to peer material

How do you choose which film to go to? You get voting! Put the options out there by Facebook chat or group SMS


Young audiences love to capture the excitement of visiting the cinema

Here’s a Twitter quote: ‘Countdown to Harry Potter: 5 mins!!! in the cinema armed with nachos, drinks, fries and burgers, we are soooo ready.’

In the weeks we monitored, at least three of the top ten most Tweeted topics referenced films or cinema

SOCIAL MEDIA impact No.2 - the build up, live reports...


SOCIAL MEDIA impact No.3 - sharing thoughts, a badge of identity...

And you can go further still - set up a Facebook fanpage about a film

After the event, it’s time to share your passion

Around half of the young participants had used Facebook status to namecheck a film they love

It’s a way to influence others and create your own mini-community

Stalking is permitted on Twitter! Young audiences like to follow film stars, to feel they’re in the loop


CODED In, BUT STILL UNIQUE...

But still something excitingly out of reach of the blockbuster

Josh, 17, Manchester“You can’t make a blockbuster on a laptop. It’s untouchable.”

Highly connected via social media but still stands alone

Web 2.0 innovation means you can make great music yourself, be a great journalist on your blog and even make great console games


Unique-ness = special occasion...

You might communicate digitally but you bond in the real world

Abi, 16, Guildford“On Facebook and our mobiles, it’s always quick chats, jokes, making plans. But the cinema is where we have a proper get-together.”

You interact differently in the cinema

It’s where friendship groups really connect


A unifying force...

Music and gaming divide young people into micro tribes and specific passions

Unifying force in an increasingly fragmented world

Diverse media, even more diverse trends

Cinema brings then all back together again

Sophie, 17, London

“We all talk about films, but we don’t all talk about music. There’s something nicer talking about going to the cinema.”


MORE TO TALK ABOUT, STORYLINES, BRINGING PEOPLE TOGETHER...Young participants on cinema versus music


MORE TO TALK ABOUT, STORYLINES, BRINGING PEOPLE TOGETHER...Young participants on cinema versus music


MORE CONVERSATION, MORE WORD OF MOUTH...

Cinema encourages word of mouth and advocacy on two levels

Michael, 19, Norwich “There’s a lot to say about cinema and it’s easy to say.”

No 1: You need cultural capital for word of mouth, something to say. Cinema has loads of talk value

No 2: You need social capital for word of mouth, an audience to say it to - cinema connects bigger and more diverse networks

Celine, 17, London“I’ll talk about films with my friends. With my mum. Even with my gran.”


Hatti, 21, Nottingham“You’re not just going for the film - the whole experience is special.”

And this includes the advertising

Word of mouth not just limited to the film

It’s the occasion as a whole

they talk about the whole event...


THE TRUST, THE WHOLE EVENT...Young participants on adverts at the cinema


THE TRUST, THE WHOLE EVENT...Young participants on adverts at the cinema


Advertising as part of the show...

Audience is switched on, receptive - advertising is part of the package

Part of the ritual, in the DNA of cinemagoing

They feel the adverts are better quality, longer, louder

Future of advertising - asking for 3D adverts, new forms of interaction, Bluetooth content (remember: their mobiles are on silent, not turned off!)

Raj, 19, Leeds

“You’ve got to watch the adverts and trailers. You’ve got to take it all in.”


100-year-old relationship, a place where dreams can flourish...Jon Savage and Blaise Belville


100-year-old relationship, a place where dreams can flourish...Jon Savage and Blaise Belville


HANGOVERS, INDEPENDENCE, TOILET BREAKS...Young participants with their final thoughts on cinema


HANGOVERS, INDEPENDENCE, TOILET BREAKS...Young participants with their final thoughts on cinema


KEY THEMES Of DIVING IN...

A special occasion, where friendship groups bond

All about escapism, diving in, quality entertainment, quality stars, quality interaction

Social media - massive impact on organising, reporting and recommending cinema

3D is the here and now - they’re ready for further innovation

More connected audience, display a wider media repertoire

Advertising as compelling part of the show

A unifying force in an increasingly fragmented world

Powerful word of mouth potential


Thanks for listening!


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Crowd DNA Diving In DCM

Entertainment & Humor