90% of Chinese Moviegoes Eager To Return to Cinemas

Jun 6 • Buzz, HEADLINES • 270 Views • No Comments on 90% of Chinese Moviegoes Eager To Return to Cinemas

Maoyan Entertainment, a leading platform providing innovative Internet-empowered entertainment services in China, found in its latest market survey that nearly 90% of China’s movie lovers are eager to return to cinemas when they reopen, and 70% said they believe June would be an appropriate time to do so.

Following two market surveys in February and March, Maoyan Research Institute conducted its third survey at the end of May to learn the impact of the COVID-19 pandemic and people’s willingness to return to movie theaters after reopening.

Read also film releases delayed by Coronavirus here.

According to this latest survey, the portion of movie lovers keen to return to cinemas rose to 88% in May, up from 72% in March, and 54% in February.

Key Findings:
About 88% of respondents in May were eager to return to cinemas when they reopen, up from 72% in March and 54% in February.

As to the timing for a return to cinemas, about 70% of respondents said they believed June would be appropriate.

About 80% of respondents have already resumed normal work routines at their offices, and 13% were working on rotating shifts or working from home.

About 73% of respondents said they were paying attention to news on the reopening of cinemas, and 77% were interested in learning about upcoming movie releases.

Willingness to return to cinemas
According to the survey, in May, respondents watched six movies on average at home through online streaming platforms, the same as in March.

With the containment of the pandemic, people’s willingness to return to cinemas has been on the rise. About 88% of respondents were eager to return to cinemas after they reopen, up from 72% in the March survey.

About 73% of respondents said they were paying attention to news on the reopening of cinemas in the country, up from 62% in March.

As to the timing for returning to cinemas, about 70% of respondents believed June was suitable for returning to cinemas.

When asked about their willingness to return to cinemas in June if they reopen, 71% of respondents said they would like to go to cinemas as soon as they reopen, while 13% said they would go after others go first, and 9% indicated that they would go to cinemas after more people go.

Interested in movie releases
The portion of respondents who were interested in learning about upcoming movie releases has risen to 77% in May from 55% in March.

According to the survey, comedy, sci-fi, action, suspense and animated movies were among the most-wanted movie genres after cinemas reopen.

When cinemas reopen, about 51% of respondents preferred to watch new releases in IMAX and Dolby theaters.

When asked about with whom they plan to go to cinemas, 30% of respondents said they would like to go together with family members, while 25% would go with friends.

The survey was conducted by Maoyan Research Institute at the end of May. Users who purchased movie tickets on Maoyan’s platform were targeted and 1,548 responses were collected for the survey.

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