The media investment group GroupM has released a report entitled the South Cinema Audience Behavior Report about the movie-going habits of the people living in the Southern states of India.
According to the report, watching a movie at a theatre has the highest monthly average frequency of all outdoor leisure activities among South cinema audience with an average of 1.8 visits per month, translating to 22 visits annually. The report also reveals that eight out of ten South Cinema audience visit a theatre at least once a month, which is twice the national average.
Group M managing director, cinema and out-of-home Ajay Mehta said, "Our report is a game-changing tool for marketers and advertisers looking to engage with South Cinema audience. By shedding light on the unique preferences and behaviors of this audience, we can now tailor our campaigns to resonate with them on a deeper level. A noteworthy example is the exceptional success of Jailer, starring Rajinikanth, which has become the top-grossing Tamil film in India. Impressively, Jailer ranks as the second-fastest Tamil film to amass an astonishing ₹550 crore worldwide at the box office. The fact that a heavy cross-section of South Cinema audience is watching 32 movies in a year highlights the immense potential of this market. With the South Cinema Audience Behavior Report, we are equipped with the insights needed to tap into this potential and drive real business results."
The report further highlights that heavy South moviegoers visit the cinema on an average of 32 times annually, which is 20 visits more than the national average. Further, the heavy cross-section of South Cinema audience from Andhra Pradesh & Telangana and, Kerala watches 36 movies in a year.
The report also throws a light on language preferences among the South Cinema audience.
In Karnataka, Telugu is the second most preferred language among those preferring Kannada, while in Kerala, Tamil is the second most preferred language for those preferring Malayalam. The report also suggests that horror/thriller is the top genre for visiting a cinema in Andhra Pradesh & Telangana and, Kerala.
Andhra Pradesh & Telangana cine-goers prefer to watch a movie on the first day with a preference of 66 percent for any show on the first day. Apparently, all South cinema audience consider nearby theatres.
Click here to view the full report https://indgrm.com/SouthCinemaAudience/