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Number of Frequent Young Moviegoers Plummets in 2013
Bizzers assert that technology can nonetheless spur interest in films

Andrew Stewart
Film Reporter
@Variety_Stewart
The number of frequent moviegoers in the all-important 18-24 age group plunged an unprecedented 21% in 2013, according to MPAA annual statistics released Tuesday at Cinemacon, while attendance in the 12-17 age bracket also saw a precipitous drop off, falling almost 15%.

Frequent filmgoers from 12-24 are likely spending much of their previous moviegoing time watching a variety of other screens. But Chris Dodd, head of the Motion Picture Assn. of America, sought to reassure theater owners that technology is no foe to the movie industry.

Though Dodd struck an optimistic note with his pronouncement that all ages have love for the movies regardless of how they’re consumed, his theory seems to contradict the statistics showing double digit drops in the percentage of younger frequent moviegoers.

“We need to keep exploring fresh ways of leveraging our new technology to drive traffic to your theaters,” Dodd insisted during his keynote address delivered Tuesday at CinemaCon in Las Vegas.

“We can embrace technology, and use it to complement our offerings,” Dodd added.

In support of technology, the MPAA revealed that those who generally go to the movies more own more mobile devices — 74% of frequent moviegoers have at least four tech gadgets.

John Fithian, prexy of the National Assn. of Theater Owners, said that diversity in product and experience are the key ways to combat the youth decline, though he added that watching movies — even on tablets or mobile devices — can be beneficial for exhibitors.

“People having lots of ways to watch movies is great for us,” Fithian said during a press conference after the presentation. “They’re embracing the culture of loving the movies.”

On the bright side, the number of frequent moviegoers aged 2-11 grew last year to 4.3 million, up 54% over 2012.

Fithian said by making the moviegoing experience more diverse, exhibs can appeal to auds of all ages.

“For parents who want a night out, the idea of integrating the experience (to include the kids) helps makes movies more accessible to people who have time crunch,” Fithian said.

When it comes to technology being a friend to the movies, Dodd is sticking to his guns.

“This notion that somehow you have to choose sides is one that I couldn’t understand since the day I started this job,” Dodd said. “The reality is that technology without content is just technology.”

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Posted by Louis Bornwasser (Member # 3063) on 03-25-2014, 05:56 PM:
 
With the upcharges for 3D, many families opted out of group going to the movies.

You DO reap what you sow. A full generation of teens were not started "going to the movies" while living at home.

It remains to be seen if this is a blip or a basic change. With the headlong rush to home video, it would seem to me to be a tragic case of bad timing.

(On demographics, I am never wrong.)
 

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Posted by Mike Blakesley (Member # 26) on 03-25-2014, 08:28 PM:
 
I don't think it's 3-D resistance as much as "cultural change."

It used to be that to enjoy a movie, you had to watch it while sitting in front of something, be it a TV or a movie theater screen. With the advent of smartphones and tablets, you can just carry the screen with you.

With all the yelling about how theaters must provide the best possible movie experience, it's amazing how much of our intended audience is perfectly happy to consume movies in the worst possible way. They don't care if they don't see the whole thing in one sitting. They'll watch it in 10-minute segments during their morning bus ride or whatever.

The thing is, any teenager KNOWS that it's better to see a movie in a theater. In fact many of them would probably say they'd PREFER to see a movie in a theater with their friends, but they just don't feel like it's necessary. Maybe they save the theatrical viewing for the movie they really want to be special.

The "too expensive" argument is nonsense. Almost every one of them is walking around with a $300 phone and/or wearing $100 shoes. Kids can usually find a way to afford (or get their parents to pay for) what they want.

The challenge for the industry is to get the kids to insist on seeing movies in theaters. It boils down to a matter of convenience combined with what they're willing to put up with. When you include the fact that most movies are available for free as illegal downloads, it all adds up to something that's tough to compete with.
 

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Posted by Martin McCaffery (Member # 37) on 03-25-2014, 11:03 PM:
 

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On the bright side, the number of frequent moviegoers aged 2-11 grew last year to 4.3 million, up 54% over 2012.

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In support of technology, the MPAA revealed that those who generally go to the movies more own more mobile devices — 74% of frequent moviegoers have at least four tech gadgets.

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quote: Manny Montes

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We also need to push the envelope when it comes to sound and picture, give people an amazing experience so they feel they HAVE to see something in theaters.

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quote: Manny Montes

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On a side rant, perhaps in your area patrons are demanding reserved seating, but here we had a theater (muvico) that ran all reserved seating, every show every auditorium, patrons complained non stop and they ended up going back to just certain shows as reserved seating.

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quote: James Westbrook

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I asked one of my artist friends who is in the demographic. She said "There were fewer good movies in 2013." Similar to what Terry said.

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quote: Frank B. McLaughlin

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hassle the patrons

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See here's the problem we have. On the one hand, we have people griping about patrons using cellphones, talking too loudly, etc. but we're also going to turn them off to moviegoing if we "hassle" them. (And you know that even when you ask somebody to turn off their phone in the nicest way possible, THEY will see it as being "hassled.") So how are we supposed to win here?

By the way, our screen is 402 inches.
 

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Posted by Frank Cox (Member # 6258) on 05-06-2014, 03:54 PM:
 
I "win" by being consistent. If I see the light from your cell phone while the movie is on, I will be standing beside or behind your seat and telling you to turn it off. If I see that light a second time, I'll invite you out to the lobby with me, and once you're there I'll tell you to leave.

The second stage very rarely happens any more.
 

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Posted by Mike Blakesley (Member # 26) on 05-06-2014, 06:19 PM:
 
I had a lady once who was sitting near the bottom of the auditorium, feet on the seat ahead, with her phone propped up on her knees, during the movie. I went down and said, "I need you to turn your phone off, please" and stood there till she did. Then I went home to eat supper. When I came back, one of the concession girls told me that right after I left, this lady had come out all upset, looking for me, and said she would "be back" to talk to me. She never came back, so I figured she'd cooled off.

She came back the next night and accused me of "screaming" at her to turn her phone off. (I will admit that the movie was kind of loud at that point so I did have to raise my voice a little but there was no screaming involved.) Anyway she went through the whole drill of "I need my phone to check on my kids" and all the other things people say, and then she demanded that I promise never to do that to her again. I said, "If you don't use your phone in the theater, I won't! But if you do, I will." I think she was still mad when she left, but whatever.

Reminded me of the time a lady told one of our concession girls that she was going to "write to my boss" and "get me fired" for telling her she needed to take her screaming baby to the restroom. I always wondered who she wrote to!
 

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Posted by Terry Lynn-Stevens (Member # 7349) on 05-06-2014, 08:30 PM:
 

quote: Mike Blakesley

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but we're also going to turn them off to moviegoing if we "hassle" them. (And you know that even when you ask somebody to turn off their phone in the nicest way possible, THEY will see it as being "hassled.")

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Wow! It looks like you are selling out for the bottom dollar
 

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Posted by Mike Blakesley (Member # 26) on 05-06-2014, 09:56 PM:
 
What the hell are you talking about?
 

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Posted by Robert E. Allen (Member # 1351) on 05-06-2014, 10:04 PM:
 
I use a policy trailer originally produced by Pike Productions that welcomes the patrons and tells them to turn their cell phones off, keep their feet down, don't talk and put your trash in the can. It has great music and is now sold by Filmack. The other thing I do with the kids is tell them if I see their cell phones on during the movie I'll break their arm. It must be the way I tell them as they always laff. And I have a good relationship with the young people here.
 

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Posted by Terry Lynn-Stevens (Member # 7349) on 05-06-2014, 10:49 PM:
 
A firm policy of zero tolerance is best. I have been lucky and haven't had a movie ruined by cell phones for long time now.
 

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Posted by Martin McCaffery (Member # 37) on 05-07-2014, 08:12 AM:
 

quote: Robert E. Allen

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The other thing I do with the kids is tell them if I see their cell phones on during the movie I'll break their arm.

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And what do you tell the little old broads with cell phones, who, at my theater, greatly outnumber the kids?
 

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Posted by Scott Jentsch (Member # 1681) on 05-07-2014, 09:08 AM:
 
I think consistency is the key. Even kids, which are an easily marginalized group by adults, will respect the rules if they are plainly outlined and consistently enforced.

I like Frank's approach, and it seems to be working for him.

Alamo Drafthouse probably doesn't have many problems either, if they are good at enforcing their policies, especially after all the free publicity they got with the cell-phone PSA they did.

My dad used to work security for high school dances and sporting events, and he would come home with stories about how he would catch kids doing various things.

What I have always respected about him was that he was fair, and he was a man of his word. He also had an uncanny ability to predict what the kids might try to get away with, and he'd often be a step ahead of them. As a result, the kids respected that the rules were going to be enforced, and if they tried to break them, they'd likely be caught and the night's activity was done for them.

A theater will win many more fans for clamping down (nicely) on the rude behavior than they will make enemies from those that are caught. Which group of people would you rather have coming to your theater, and which will you benefit from if they come more often as a result of what you do (or don't do)?
 

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Posted by Mike Frese (Member # 4361) on 05-07-2014, 01:59 PM:
 
The Unemployment rate for 16-19 year olds is still running close to all-time highs and the labor force participation rates for 16-19 year olds has been running at a historical low by 10 percentage points for about the last 3-4 years.

Aged 20-24 year olds is also at a 40 year low.

So when you have less money to spend, what do you spend it on? Well a $100 monthly cell phone is very high on a 16-24 year old's list of priorities.
 

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Posted by Mike Blakesley (Member # 26) on 05-07-2014, 08:28 PM:
 
Many kids just don't want to work anymore. It's not that they are all lazy (although some definitely are), but schools offer so many more sports and activities that a lot of them just don't have the time.

When I first got into the business we had 3 concession workers that would alternate weeknights and work in pairs on weekends. Today we have eight employees and there are still nights when all of them are busy with school stuff, vacations, etc.
 

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Posted by Robert E. Allen (Member # 1351) on 05-07-2014, 10:31 PM:
 

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And what do you tell the little old broads with cell phones, who, at my theater, greatly outnumber the kids? [evil]

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