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Excerpt from Todd Wagner's post on Tribecafilm.com:
"Personally, by the time a movie is out on pay-per-view or DVD, I often don’t care about it anymore because it’s simply off my radar. People aren’t talking about it, and I’ve got new movies or other entertainment choices that are more top of mind at that moment. So they’ve lost me as a potential customer. The goal here is to grow the customer pie, and share it.
According to the Nielsen study, avid moviegoers – those who go to 10 or more movies per year – said they would go to a theatre even if movies were available simultaneously on DVD or for download. So your bread and butter (the aforementioned 80 percent of revenues) aren’t leaving, but yes, you must sell to the lighter movie-goers or risk losing them to the alternatives. I think that’s healthy, and I think that with things like IMAX, 3D and all sorts of new enhancements on the horizon, there will be even more reasons to go to the theatre. But exhibition cannot afford to ignore the changing marketplace. The Nielsen study goes on to state: “The data highlights an interrelationship between movie-going, DVD sales, DVD rentals, suggesting that multiple platforms for movie consumption could be expanding total revenue, bringing once active, now inactive, or potentially never active, movie consumers into the family, as opposed to cannibalizing and shrinking revenues. Movie fans are likely to consume a greater frequency of movies as complementary platforms emerge to accommodate their lifestyle and preferences. If the movie industry can overcome the short-term business issues and resolve to empower consumer choice in what today feels like a risky proposition, it might very well be rewarding in the long run...”
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