After 200 days of closure, French cinemas will reopen their doors in three weeks, from May 19.
The date of the reopening has just been announced by the President of the Republic Emmanuel Macron.
At the same time, the Box Office Company, in particular publisher of the AlloCiné site (Webedia group) published a survey of 888 spectators who are regulars in cinemas.
"We have targeted them because regulars represent 75% of cinema admissions in France"
, explains Julien Marcel, general manager of AlloCiné from the outset.
During this pandemic year, 80% of those same viewers became VOD users.
They have massively subscribed to different platforms: Apple +, Disney +, Amazon and other Netflix.
Read also: For Disney, the future of cinema is through streaming
"They have changed their habits so much that it was interesting to know how they would react to the reopening of the rooms,"
said Julien Marcel.
First good news: they want to go to the movies even more than before.
The rate of desire to push the door of a cinema went from 73 to 94% in one year.
Second major lesson: even those who have subscribed to multiple platforms want to watch movies on the big screen.
“The more we consume, the more consumption increases, analyzes Julien Marcel.
Finally, those who have taken the least subscription are those who like the cinema the least. ”
Third point: 78% of them will not unsubscribe from the platforms when theaters reopen.
7% are afraid to go back to the gym
"
VOD is not a crutch but comes in addition to the cinema release
", underlines Julien Marcel.
According to his study, the sanitary restrictions in the rooms (limited gauge, wearing of the mask…) will not be a major obstacle to the return of the public.
Only 7% of those questioned are afraid to go back to the cinema as long as the sanitary measures are in place.
It's not much.
Read also: Netflix or the good friend's strategy on social networks
Why do they want to go back to the movies so quickly? "
The desire for the big screen, the desire to meet in a room with his family and friends and finally the discovery of new things every week
", lists Julien Marcel. Finally, as the CEO of Sony underlines in the documentary by Didier Allouch (Canal +), “
the cinephilia developed a lot during the confinement. People took the opportunity to review classics and quality series. Their level of requirement has increased.
This phenomenon will force the films to edit in quality. So much the better for dark rooms.
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