Spotlight Reports

Movies: The High Price of Admission


Oct 29, 2014

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Box office sales plummeted during the summer of 2014. We were curious as to why Americans were seemingly averse to the past time of catching the latest feature film, so we sought to uncover the story behind the decline. By engaging over 100 consumers in one-on-one conversations, we learned what’s keeping consumers away from the theater, and what it would take to bring them back to the big screen.

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By engaging an experienced firm such as iModerate, whose business is qualitative research, you get online delivery of depth interviews by experienced researchers – both during the interviews and for the analysis. iModerate does not simply understand our business questions, but they work to scope discussion guides to advance both the narrow business question and the larger context of the experience, helping us advance marketing and business objectives with their findings well beyond the immediate need.

Angela Knittle, Market Research Manager, Penske