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  • Audiences with Two Faces
  • by CHO Meanjune /  Jun 13, 2017
  • Watching Movies in the Theater versus at Home
     

    Many viewers think that some movies are best experienced in theaters while others are better to watch at home. According to findings from the Korean Film Council’s (KOFIC), ‘2016 Online Consumer Research on Movies’, audiences preferred watching “spectacular” films such as action, sci-fi, fantasy and adventure in theaters. However, the research also found that audiences were most likely to want to watch dramas at home, though this only topped the preference for viewing action films at home by 1 percentage point. 

    Korean films and Hollywood movies were popular both in theaters and at home. However, many participants that said they watched European, Japanese and Chinese/Hong Kong movies at home, though the preference to watch these films was much lower. One of the reasons is that European and Asian movies have less of a chance to be screened in theaters. 

    Meanwhile, 59.7% of audiences selected the weekend as their preferred days of the week to watch movies whereas 51.7% showed no preference for a specific day when watching a film at home. However, 48.6% of viewers watched movies through TV TVOD on weekends which were similar to the results for watching in theaters. In terms of time of day, there were fewer constraints when audiences watched movies online. According to survey results, after 11 p.m., viewers were four times more likely to watch a movie at home than in movie theaters after 11 p.m. On the other hand, audiences had a much higher preference for watching movies in theaters than online before 11 a.m.

    The survey was conducted from February 13th to 28th, 2017 and involved 4,530 men and women aged 15 to 59 living in South Korea. It has a 95% confidence level with ±4.16% margin of error.
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