Market survey results

Written by Dan

I'm going to apologize up front, because today's post is going to be a cop-out. It's Friday and I promised to have a rough draft of our business plan to Andrew today... the only problem is, I'm still not done with the freakin' thing! So I have no other choice but to finish it today at work, which wouldn't usually pose any kind of problem, EXCEPT for the fact that I have beaucoup amounts of "real" work to do today too. It's going to be a tough one, but hopefully I'll pull through.

So instead of ranting on about distribution fees and concession goods, I'm going to post some of the results from the marketing survey we did a little over a month ago. We're using these results in our business plan in hopes of bolstering our assertion that Midwestburg is primed and ready for an art-house theater. Just for a moment, pretend you're a bank, take a look at these results, and tell me if you wouldn't fork over $175,000 to Nicole and I on the SPOT. Enjoy!

Respondent's Age Range

» Under 20 = 5%
» 20 to 29 = 28%
» 30 to 39 = 22%
» 40 to 49 = 20%
» 50 to 59 = 20%
» 60 to 69 = 4%
» Unknown = 1%

Respondent's Gender

» Female = 60%
» Male = 40%

On average, how many films do you see per month?

» 1-2 = 47%
» 3-4 = 23%
» 5-6 = 13%
» 7+ = 9%
» Unanswered = 7%

Are you happy with the variety of independent films that come to Midwestburg?

» No = 85%
» Yes = 10%
» Unanswered = 5%

Are you happy with the variety of foreign films that come to Midwestburg?

» No = 74%
» Yes = 17%
» Unanswered = 9%

Do you think Midwestburg needs a movie theater that exhibits independent and foreign films?

» Yes = 90%
» No = 7%
» Unanswered = 3%

Which of the following factors are most important when determining which theater you will see a movie at?

» Movie selection = 92%
» Theater atmosphere = 56%
» Ticket price = 54%
» Theater location = 41%
» Discounts / Coupons = 19%

If an independent / foreign / art-house film theater were to open in Midwestburg, what characteristics would you like it to have?

» Offer a wide variety of lesser-known films = 75%
» Provide a relaxing environment = 70%
» Differentiate itself from the multiplex experience = 66%
» Involvement with local and regional arts = 65%
» Downtown location = 58%
» Involvement with local universities = 48%
» Independently owned = 41%
» Diverse concession selection = 25%

In your opinion, do modern-day multiplexes add to or detract from the cinematic experience?

» Detract from = 65%
» Add to = 20%
» Unanswered = 15%

Would you be willing to pay more for concessions if the selection were more diverse (i.e. wine, beer, local bakery goods, specialty candies and beverages, etc.)?

» Yes = 70%
» No = 27%
» Unanswered = 3%

* I forgot to mention, 205 people filled this survey out.

-A. says:

Who do I write the cheque out to?

¤ Posted on June 11, 2004 @ 2:24 pm

Bradley Holt says:

It looks like you put a lot of thought into the survey & the responses look impressive. I have a few questions that a bank or investor would probably ask. Where did you find the respondents for this survey? You mentioned age, but what other demographics describe the survey respondents? If you asked mostly college students, for example, you’re more likely to get good results for your survey. Also, survey respondents tend to be self-selected. If they’re willing to answer this survey they may already be interested in independent or foreign films. What other documentation, research or articles can you provide to backup your numbers? What competition do you have, direct (other places showing independent or foreign films) or indirect (mainstream movie theaters)? Hopefully this feedback helps a little.

¤ Posted on June 11, 2004 @ 2:24 pm

Tushar Chowhdury says:

nice blog!

¤ Posted on June 14, 2004 @ 7:07 am

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