Carlton Screen Advertising: FAME

Home | Why Cinema | Here's The Proof | FAME

FAME
FAME (Film Audience Measurement and Evaluation) is the cinema industry’s currency and survey of audience trends and behaviour. It is conducted annually by the Cinema Advertising Association

Why Cinema Works

Here's The Proof

Case Studies

Power To Change Minds

Useful Information

FAME is a subscriber survey, for more information please contact:

Chris Hall
Research Account Director
chris.hall@carltonscreen.com
T: +44 207 534 6223

FAME & Film Monitor

FAME (Film Audience Measurement & Evaluation)

Previously titled CAVIAR, FAME (launched in 2007) is the cinema industry research currency that is designed to understand behaviours and attitudes towards cinema. FAME is an improved online survey providing in-depth insight into film viewing across cinema, DVD, online and new emerging formats. The research also provides further insight into behaviour at the cinema which can be cross analysed with a number of different brands and product categories.

FAME 2008 - some of our findings:

87% say cinema is their most enjoyed activity
Average time spent in cinema foyers is 18 minutes
85% say they usually watch the ads
50% of cinemagoers said they were likely to talk about an ad if seen at the cinema
Average party size attending cinema is 3 people
Approximately half of cinemagoers plan their visit at least a week before
Less than 1 in 4 cinemagoers goes straight to the cinema and then back home again

- 26% of cinemagoers aged 18+ go to a bar
- 43% of cinemagoers aged between 7 to 14 go for fast food
- 28% of cinemagoers aged between 15 to 24 go shopping
- 16% of housewives with children go food shopping
Top cinema personality traits are:

1. GLAMOUROUS
2. CLEVER
3. TRENDY
4. UPMARKET
5. SEXY

New FAME 2008 Segmentation Study

The Cinema Advertising Association has recently undertaken a segmentation analysis with TNS which groups cinemagoers based on attitudes to film and cinema rather than just demographics.

From the most recent FAME survey, respondents were grouped into the following 6 clusters:


Destination Directors	Red Carpet Followers	Couch Critics	A-List Actors	OSCAR Winners	Trivia Trailers

Click here to view more details on the 6 different clusters in PowerPoint.

Please contact the research department at CSA on any aspect of FAME or segmentation study.

FAME research provides valuable and up-to-date information on cinema and the film marketplace. FAME subscribers (including media agencies, film distributors and cinema bodies) use the research extensively throughout the year.

If you would like any further information regarding FAME and the segmentation study or you are interested in subscribing to FAME, please contact the research department at CSA on 020 7534 6363 or email enquiries@carltonscreen.com.