60% of Spaniards say they like “a lot or love” going to the movies, although only 12% go weekly, according to a study

60 percent of Spaniards affirm that they like “a lot or love” going to the movies, according to the II Cinesa Study on Cinematographic Consumption Habits in Spain, although About 20 percent go to the rooms once a month while 12 percent go weekly or several times a month.

The report reveals that a 72 percent of those who admit their taste for movies are between 18 and 34 years old. At the level of frequency of attendance, the link with the room remains, especially on weekends (38%) and in the company of a partner (56%).

Cinesa has asked 1,104 Spaniards from all the country’s provinces about their motivations when choosing to go to the movies as a leisure option their preferences within the theater and their expectations about the future of cinema, through online surveys. For several questions in the study, respondents were able to choose more than one response option.

Among the responses, it stands out that 64 percent of Spaniards affirm that watching a movie in the cinema intensifies their emotions compared to doing it at homewhich consolidates the differential value of theatrical exhibition compared to other forms of audiovisual consumption.

The experience and atmosphere of the cinema (55%), the quality of the image (55%) and the sound of the room (53%) provided by cinemas are the main reasons for the Spanish population to choose theaters over the home. Also, according to For 59 percent of those surveyed, going to the rooms helps them disconnect from everyday lifeconsolidating cinema as an ally of well-being. In this sense, the emotions most linked to the cinematographic experience are fun (67%), relaxation (47%) and joy (45%).

The social component also continues to be decisive, since 33 percent of participants define cinema as an activity to share, and among those who would reserve a private room, more than half would do so to watch films accompanied by their family or friends without interruptions.

“This confirms that in Spain cinema is shared. For us, the conversation after the movie is part of the experience. That’s why we promote formats that facilitate it, such as private rooms, events with debate and special screenings.. We will continue to strive to make Cinesa a meeting place and community, with better spaces, services and programming designed to be enjoyed in company,” said Ramon Biarnés, Managing Director of North and South Europe at Cinesa.

PUBLIC DEMANDS

The public has positively valued the discounts and offers that facilitate their attendance at the rooms. In this sense, discounts on specific days are the most valued promotion for attending the movies (65%), followed by family packs (24%) and benefits for subscribers (23%).

In line with this demand, 56 percent of Spaniards show interest in loyalty programsespecially among young people and frequent attendees, and more than half (56%) find an unlimited subscription attractive.

Furthermore, 42 percent of those surveyed are in favor of the introduction of immersive screens and 41 percent expect more special effects for the cinema of the future. Likewise, the diversification of the billboard arouses great interest: two out of three people are attracted by special screenings, such as re-releases of greatest hits (49%), thematic series (35%) or films in their original version (27%). Comedy (47%) and action (46%) also stand out as the favorite genres, followed by science fiction (37%) and adventures (35%).

An aspect that the public is increasingly aware of is that related to sustainability. Thus, 25 percent of those surveyed demand more sustainable theaters for the cinema of the future, something that is in line with Cinesa’s strategy of reducing its environmental footprint and betting on 100% renewable energy in its facilities.