Movio Analyzes Mockingjay Audience

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Mon, 11/23/2015 - 11:27 -- Nick Dager

Hunger Games: Mockingjay, Part 2Movio has released insights on the audience buying tickets for Hunger Games: Mockingjay Part 2. Movio co-founder and chief executive Will Palmer said, “The audience profile is 45 percent women between the ages of 14 and 49, which is three percentage points greater than for Hunger Games: Mockingjay Part 1 over the same weekend. The audience is about three years younger than an average film adaptation of a post-apocalyptic young adult novel. They are avid moviegoers who attend during opening week 64 percent of the time. Mockingjay Part 1 was the most popular film this audience saw at the cinema over the last 24 months.”

At the time of the analysis, 1.7 percent of moviegoers from the Movio Media database had bought tickets for Hunger Games: Mockingjay Part 2 on November 19-22.

Age/Gender Distribution of Hunger Games: Mockingjay Part 2 Opening Weekend Ticket Buyers.  (Source: Movio Media)Using the Movio Media research platform designed for film studios and marketers, Movio captures the behavior of millions of cinema loyalty members aged 14 and over. This helps Movio offer unique insights into U.S. moviegoers’ behavior.

The audience is composed of 53 percent women, which is 3 percentage points greater than the average film adaptation of a post-apocalyptic young adult novel (50 percentage). Women between the ages of 14 and 49 made up 45 percent of the opening weekend audience for Mockingjay Part 2, which is 3 percentage points greater than for Mockingjay Part 1 over the same period. It is worth noting that 26 percent of the total audience is men between 18 and 39 years old, on par with Mockingjay Part 1.

The average age is just over 34, on par with Mockingjay Part 1, and about three years younger than similar films. This is largely due to higher attendance of moviegoers under the age of 25 (31 percent). 

As expected for an opening weekend, this audience attends the cinema 14 percent more frequently and spends 28 percent more at the box office than the audience of an average film adaptation of a post-apocalyptic young adult novel over its entire run. Additionally, this audience visits during opening week 64 percent of the time, which is 15 percentage points greater than average (49 percent).

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