DVD Sales Benefit From a Strong Opening Weekend

movie-theater

By Jason Kelley
April 19, 2009

Category:
CPG

At a previous agency we worked on the Warner Home Video business. We found ourselves loving all of the data about this entertainment/CPG vertical. The latest analysis from Experian Simmons and PriceGrabber caught our eye. Americans who rush to theaters to catch the latest movies when they are released are more likely than other moviegoers to buy and rent DVDs of hit movies and TV shows.
The research, which examined specific characteristics of moviegoers and their relationship with movie and TV-show DVDs, finds that those who watch new movies on opening weekend or within the first two weeks of theater release have higher index scores and are more likely than average moviegoers (to buy or rent new DVD releases and TV shows. On the other hand, they also are less likely than the average moviegoer to buy or rent classic or “other” types of movies or shows.
Blockbuster Most Popular for Rental and Purchase of DVDs
The top three places where early movie going Americans purchase DVDs are Blockbuster, Target and Best Buy, while their top picks for rental DVDs are Blockbuster, Hollywood Video and Netflix. Experian Simmons finds that moviegoers who watch movies on opening weekend or within the first two weeks of release are more likely to buy DVDs than rent them.
December Sees Most DVD Interest
To discover when movie DVDs are most likely to be purchased, PriceGrabber.com (which offers items for sale through various merchants) performed a three-year trend analysis of the total number of visits its movie section received. This analysis concluded that the movie section yields the most visitors in December when PriceGrabber said consumers are most likely purchasing movies as holiday gifts. However, an all time total visitor high of 12% occurred in January 2008. This, PriceGrabber said, may be the result of consumers delaying December 2007 purchases until after holiday sales.
Romance Least Purchased on DVD
The research also found that the genre preferences of Americans who visit movies within the first two weekends of their release are generally similar regardless of how they watch a movie. However, more comedy, drama and romance movies tend to be watched in theaters, while romance and animation genres are the least purchased on DVD.
Additionally, the data revealed that the number-one online activity of moviegoers who watch movies after opening weekend and within the first two weeks is looking up movie information, reviews and show times.
Finally we thought this insight was awesome: moviegoers with higher incomes tend to avoid opening weekends in theaters. This is VERY important to keep in mind when the target audience has an HHI of over 75K+ in order to craft the right marketing plan.