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July 20, 2004

A Feedback Research survey indicates that of the respondents who go to the movies, 24% said that they have bought flick tickets online.

According to a survey conducted by Feedback Research, a division of the Claria Corporation, as more and more moviegoers read reviews, view trailers and explore interactive content online, the Internet will continue to grow as a source of information, advertising, influence — and even direct sales revenues — in the film world.

Feedback Research analyzed online traffic to gain insight into how the success of online film-related promotions influenced summer blockbuster movie-related behavior online.

Traffic was monitored from May 1 through June 30, 2004 among moviegoers who viewed sites related to three summer blockbuster movie sequels: Shrek 2, Spiderman 2 and the Harry Potter sequel, Harry Potter and the Prisoner of Azkaban. Feedback also surveyed users in the weeks leading up to each individual movie release to gauge interest and activity around these three movies.

Here are some of the findings and conclusions of the survey:

* More moviegoers are skipping theater lines and purchasing tickets online

* Of the respondents who go to the movies, 24% say that they have bought movie tickets online.

Of the respondents who bought movie tickets online, 71% made a purchase between one and three times in the past 6 months.

Fandango was the most popular site for movie tickets with 44% of people saying they have used it to purchase tickets. Movietickets.com and Moviefone.com followed with 36% and 21%, respectively.

Film-related sites are successful

Yahoo! Movies was the most popular general movie site among users for information relating the three summer blockbuster movies. The Shrek 2 Yahoo! movie site captured 30% of total traffic to the top general movie sites related to the three movie sequels, followed by the Yahoo! Harry Potter movie site with 29% and finally the Spiderman 2 Yahoo! movie site captured 12% of total traffic.

39% of total traffic to the three official movie sites came on Fridays and Saturdays.

Survey respondents cited "watching trailers" as the most popular reason for visiting official movie sites with 66% of respondents going online to see the trailer for Harry Potter, 53% for Shrek 2 and 48% for Spiderman 2.

Of the total respondents surveyed, 39% said they go to the movies once or more every 3 to 4 weeks, and most respondents said they plan on seeing the movies within 1 to 3 weeks of their release, which means most will be online well before that.

Source: eMarketer.com