Cinema became more attractive
Movie Theaters The number of moviegoers is trending downward because there are fewer young people. However, young people seem to go to the movies more often.
Cinema The number of cinema-goers is tending to fall because there are fewer young people. The Mach Basic 2004 for cinemas was also reweighted after the 2000 census - in the same way as the print media. In contrast to the press, however, the client (in this case Cinecom) did not want the data from Mach Basic 2003 to be reweighted in parallel, which is why there are no truly comparable figures from the previous year for the cinema medium. Nevertheless, this much can be said: the fact that Cinecom cinemas were able to increase their weekly reach from 420000 visitors in 2003 to 464000 has nothing to do with the new weighting, but solely with the integration of the cinemas in French-speaking Switzerland, which were leased to Mediavision until the end of 2003. In western Switzerland, Cinecom was even able to almost double its weekly reach thanks to the withdrawal of the French cinema marketer.
Smaller main target group
Although the previous year's figures are not really comparable, a trend is nevertheless evident: cinema audiences are declining. Last year, the weekly cinema reach for Switzerland as a whole was still 486,000 viewers - significantly more than the 464,000 currently reported. However, it would be wrong to infer from this that there is less demand for the medium of cinema. The decline is primarily due to the new population structure: the main target group for the cinema medium - i.e. 20 to 29-year-olds - has decreased significantly compared to the 1990 census, both in absolute numbers and as a percentage.
This age segment fell by 25 percent or 200,000 people in German-speaking Switzerland alone. In view of this decline, it is astonishing that the medium of cinema did not lose even more reach. In other words, what cinemas have lost in potential due to the population, they have apparently almost made up for with more visits per person.
However, they may also have been able to attract additional audiences in other age segments. Unfortunately, it is not possible to make any conclusive statements on this due to the lack of comparability of the figures, but one conclusion can be drawn: cinema has become more attractive.
The new multiplexes have probably contributed to this. The Cinecom figures in Lucerne and St. Gallen/Schaffhausen indicate this. Multiplexes have been opened there, which have led to a significant increase in reach against the general trend.
Fuzzy: New measurement parameters make it difficult to compare figures.
Markus Knöpfli
Smaller main target group
Although the previous year's figures are not really comparable, a trend is nevertheless evident: cinema audiences are declining. Last year, the weekly cinema reach for Switzerland as a whole was still 486,000 viewers - significantly more than the 464,000 currently reported. However, it would be wrong to infer from this that there is less demand for the medium of cinema. The decline is primarily due to the new population structure: the main target group for the cinema medium - i.e. 20 to 29-year-olds - has decreased significantly compared to the 1990 census, both in absolute numbers and as a percentage.
This age segment fell by 25 percent or 200,000 people in German-speaking Switzerland alone. In view of this decline, it is astonishing that the medium of cinema did not lose even more reach. In other words, what cinemas have lost in potential due to the population, they have apparently almost made up for with more visits per person.
However, they may also have been able to attract additional audiences in other age segments. Unfortunately, it is not possible to make any conclusive statements on this due to the lack of comparability of the figures, but one conclusion can be drawn: cinema has become more attractive.
The new multiplexes have probably contributed to this. The Cinecom figures in Lucerne and St. Gallen/Schaffhausen indicate this. Multiplexes have been opened there, which have led to a significant increase in reach against the general trend.
Fuzzy: New measurement parameters make it difficult to compare figures.
Markus Knöpfli
