Media Release – 5 September 2006

 

AUSTRALIAN MOVIES NEED MORE “HYPE”

 

Australians enjoy Australian movies but think that success will come from more hype according to Bergent Research.

 

Bergent Research this week released its findings from its quantitative research using the US industry standard OTX online technology. Bergent has been tracking movie industry since 1987.1

 

“To increase success the message for the Australian movie industry is to keep our point of difference - original stories and plots that Australians can relate to – but increase the “hype” and where budgets permit make improvements to special effects and cinematography,” explains John Berenyi, Managing Director, Bergent Research.

 

The survey found that Australians thought that Australian movies use original ideas, have interesting stories and plots and reflect stories we can relate to. But, since the last survey was conducted in 2004, more moviegoers now think Australian movies are:

·          more ‘arty’ than entertaining” (particularly people aged under 25)

·          “boring” (particularly people aged under 25)

 

[N.B: Under 25s represent approximately 30% of the movie going market] ¹

 

“This means the Australian movie industry needs to be wary of not alienating a younger audience – don’t become too ‘arty’ or ‘boring’ for the younger generations,” says John.

 

The research found that in comparison American movies are seen to:

·          use more attractive people

·          be more professional

·          use better photography/sets/costumes/music

·          have lots of good advertising / publicity

·          be more popular

·          be more glamorous

 

“While the photography / cinematography used in Australian movies is perceived by 42% of people to be “good”, significantly more people think this is “good” for American movies – 51 %,” explains John.

 

Other negative features that are attributed more to Australian movies than American movies include:

·          “poor special effects” (AUS – 22%, US – 2%)

·          “boring” (AUS – 22%, US – 7%)

·          “doesn’t deliver” (AUS – 18%, US – 9%)

·          “lame / not cool” (AUS – 15%, US – 9%), and

·          “need to think too much” (AUS – 1 0%, US – 4%)

 

 

 

 

 


1 Quantitative research study conducted by Bergent Research using OTX online technology

Sample – study conducted among people who had seen movie at a theatre at least twice in the past twelve months, as part of Bergent-OTX ongoing movie tracking conducted 52 weeks a year

Sample size – 1200 in 2006, 597 in 2004

Gender – 50% male 50% female

Age - 50% under 29, 500/6 25,

''The survey found that people wanted better advertising and publicity to promote Australian movies,” says John.

 

In the past two years, Australian moviegoers perceived that advertising and promotion increased for American movies (from 41% to 51%), while advertising and promotion for Australian movies

decreased marginally (from 20% to 15%).

 

“There is an opportunity for the Australian movie industry to benefit by increasing promotional budgets.  The key is focus, just increasing budgets without understanding the true drivers that motivate each moviegoers segment will waste money and position the movie as over-hyped,” warns John.

 

ABOUT BERGENT RESEARCH

 

Bergent has been involved in entertainment research since 1978. We have tested materials designed for all media using both qualitative and quantitative techniques.

 

Bergent supplies entertainment companies a complete research package, from concept/format testing, through corporate brand tracking to advertising evaluation. We are entertainment research enthusiasts with the experience and passion to help clients identify and maximise potential.

 

For quantitative studies, Bergent uses the latest online techniques to get more accurate and meaningful results quicker and cheaper than is possible in shopping centre or telephone research.  Through Bergent’s affiliation with OTX, the largest online research company in the US, we have access to the most advanced and proven tools.

 

ABOUT JOHN BERENYI

 

Managing Director of Bergent Research, John Berenyi has an established reputation among the Australian and US entertainment industry as one of the single-most experienced researchers of his kind.

 

As a qualified psychologist and accredited member of the Marketing and Social Research Society of Australia, his unique methods have gained industry acclaim for returning the highest quality marketing guidance. His proven techniques have helped companies in all entertainment industries build audiences by precisely clarifying what ticket buyers want and how they like to see and hear messages about movies.

 

Starting his career with an audience test of a double head for Mad Max in 1978, he holds one of the longest industry track records in entertainment research, in Australia and overseas. In 1987, he along with Katy Nugent launched Bergent, which specialises in all aspects of entertainment research from concept development, product testing, campaign development through to performance tracking.

 

With over 25 years in the industry he has researched and marketed entertainment in Australia, USA and Asia. As well as movies John has also worked on television, radio, home entertainment, art galleries museums, theme parks, magazines and newspapers.