In the course conducted by the analysts of the survey on the readiness of viewers back to the theatres after the lifting of restrictions the majority of respondents said they would prefer to spend the evening home viewing. Among the factors that can attract them back to cinema halls, was named the improvement of sanitary conditions, reducing the total number of visitors and change the genre repertoire.
According to research analysts, companies to measure public opinion Research Performance and Full Circle Research Co., despite the lack of live communication in the conditions of limitations entered in connection with the coronavirus pandemic in the United States, the majority of respondents still fear visiting public events, and the level of fragmentation has only increased over the past months.
Responding to a question about willingness to go to the cinema for the first premiere after the lifting of restrictions, only 13% of respondents stated that they would like to get back to watching films on the big screen, while 70% said they would prefer to stay at home and watch the news at home.
“as soon as a country starts to open, there has been a shift in the direction of increasing precaution — most Americans distinctly say “not yet” when it comes to attending large public events,” — said the President of Performance Research jed Purcell.
Despite the official statements of local authorities about gradually retreating threat, 52% of respondents said they would visit less public events — this is 8% higher than in mid-March, when it was officially announced about the outbreak of a pandemic. It has also increased the number of respondents who admitted that the idea of visiting such events “will scare for a long time” — from 47% in March to 60 percent in may.
Before the concerns related to possible contamination, were helpless all entertainment industry: 39% of respondents said they would be less likely to attend large concerts, 36% will be more wary amusement parks, and 33% said they now refuse too often to go to the theatre. Special concern to analysts has caused the ratio to Broadway productions — 51% of respondents admitted that, even when the danger will recede, they will wait a few months before heading to Broadway, and 16% suggested that can never go.
Another 37% of respondents said they plan now less likely to go to the movies, and about the possible rejection of their visit in the future was mentioned by 10% of respondents.
Speaking about what might bring them back into cinemas, the Americans called the two main factors maintaining cleanliness and strict adherence to sanitary standards. Among the measures that could give greater confidence in the security, the audience nameAli, in particular, the introduction of regulations requiring all visitors to wear medical masks.
Another condition that would instill in them greater confidence, a called the restriction of the number of people in the room almost in two times — up to 60% of the total capacity of the halls. Equally important will be the role of the conditions in the cafe and the toilets of the cinema experts indicate that without an increase in the level of sanitary safety in these common areas, the owners of cinemas may be faced with a sharp decline in attendance after returning to work.
Interestingly, one of the important factors for the return of audiences to cinemas can be a genre repertoire. After the incredible success of fated films about superheroes in the last decade, the audience again arose a need for a simple and human stories — that they’d like to see visitors to the cinema in the first place, while action films of the heroes of the Marvel and DC went down to third place in audience expectations.
