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With discussions over the safety of cinemas reopening still ongoing, we’re delighted to share @weareparable's research on audience confidence in returning to the cinema.
Anthony Andrews presents their findings in this blog post: https://bit.ly/BlogWeAreParable (1/7)
Anthony Andrews presents their findings in this blog post: https://bit.ly/BlogWeAreParable (1/7)
They found that overall, despite usually being frequent cinema goers, confidence levels among Black, Asian and other ethnic groups were lower compared to their White counterparts. (2/7)
When asked about their likelihood of returning to the cinema, 19% of White respondents said they were not sure about returning, compared to 31% of Black, Asian and other ethnic group respondents. (3/7)
Over 1/3 of Black, Asian and other ethnic group respondents said they would wait until 2021 or were unsure when they would return. (4/7)
Confidence of respondents decreased with age. Almost 2/3 of older, Black respondents were not confident, not sure, or not at all confident of returning to cinemas. (5/7)
A lack of information about how cinemas will enforce social distancing was a key concern for Black, Asian and other ethnic group respondents, being twice as important than it was for their White counterparts. (6/7)
In response to these findings, @weareparable believe there is a need for a concerted effort to provide tailored communications specifically to vulnerable groups such as the Black, Asian and other ethnic groups used for this study. (7/7)
