Film Audience Measurement & Evaluation

Cinema has always been able to monitor its audience size through admissions and so in 1983, the CAA commissioned BMRB to carry out the annual Cinema and Video Industry Audience Research (CAVIAR) to enable Cinema media owners to better understand their audience's behaviour and attitudes towards cinema.

The market has changed significantly since 1983 and to match that change the CAA have created Film Audience Measurement and Evaluation (FAME).

FAME takes over from where CAVIAR left off, remaining the UK Cinema's Industry Currency.

There have been a number of significant changes to the research this year, the most obvious one being the name change to FAME. In addition to this, there have been changes to the research methodology as the survey has now moved on-line, a new research supplier (TNS) has been appointed, and the questionnaire has been revamped and updated, including a slight change in focus.

The new research provides greater insight into film viewing across cinema, DVD, online and new emerging formats as well as providing further detail into how behaviour changes, depending on party composition and how people are deciding which films to see and where to see them.

Below are examples of topics that FAME covers:

• Visiting Information including:
  • Party Composition and size
  • Type of event
  • Planning
  • Activities pre & post
• Decision Making
• Film Preferences
• Advertising experiences
• DVD Viewing
• Home Entertainment & Piracy