According to GroupM’s South Cinema Audience Behaviour Report launched on September 20, 2023, ‘watching a movie at a theatre’ has the highest monthly average frequency of all outdoor leisure activities among South cinema audience – with an average of 1.8 visits per month, translating to 22 visits annually. The report also reveals that 8 out of 10 South Cinema audience visit a theatre at least once a month, which is twice the national average.
Ajay Mehta, MD – Cinema and OOH, GroupM India, said, “Our report is a game-changing tool for marketers and advertisers looking to engage with South Cinema audience. By shedding light on the unique preferences and behaviours of this audience, we can now tailor our campaigns to resonate with them on a deeper level. A noteworthy example is the exceptional success of ‘Jailer,’ starring Rajinikanth, which has become the top-grossing Tamil film in India. Impressively, ‘Jailer’ ranks as the second-fastest Tamil film to amass an astonishing ₹550 crore worldwide at the box office. The fact that a heavy cross-section of South cinema audience is watching 32 movies in a year highlights the immense potential of this market. With the South Cinema Audience Behaviour Report, we are equipped with the insights needed to tap into this potential and drive real business results.”
The report further highlights that South moviegoers visit the cinema on an average of 22 times annually.
The report also throws light on language preferences among the South cinema audiences.
In Karnataka, Telugu is the second most preferred language among those preferring Kannada, while in Kerala, Tamil is the second most preferred language for those preferring Malayalam. Respondents said they prefer to view the original versions in the second preferred languages.
In Tamil Nadu, English is the second most preferred language of cinema, while in AP and Telangana, it is Hindi. A majority of respondents prefer to watch dubbed or sub-titled versions in the second preferred language.
Access the report here.
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