DIGITAL CINEMA MEDIA

We were commissioned to carry out a detailed and far-reaching study of the social and cultural currency that going to the cinema offers young people.

How did we do it? We carried out expert interviews; we assembled a network of young people to update us on their cinema visits via Twitter and through sending us mobile phone-filmed videos; we ran forums to draw out differences between cinema goers and non-cinema goers; and we used online tracking tools to explore how the buzz builds around movies in youth-oriented digital spaces.

We presented the findings at DCM’s Bigger Picture conference to a 500-strong audience of buyers, planners and creatives. Insights derived from the project were manifold. We reached fascinating conclusions on cinema’s ability to unify young people in an otherwise fragmented world of diverse media and even more diverse tribes. We highlighted the audience’s receptiveness to advertising at the cinema. We pinpointed the monumental effect that web 2.0 has had on organising, reviewing and recommending trips to the cinema, but also the fact that the blockbuster remains untouchable, content that’s out of reach to make on a laptop (unlike music, open source gaming etc); we established the talk value there is in cinema, and just how easy young people find it to discuss (and to keep on discussing) movies compared to other forms of content and entertainment. And that’s just scratching the surface…

Featured here are some of the films from our DCM Bigger Picture research.