Findings
of "Survey on Movie-going
Habits in Hong Kong" released
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Quality of a movie is the major reason that influences
people whether to go out for it, according to a survey
commissioned by the Television and Entertainment Licensing
Authority (TELA).
The Survey on Movie-going Habits in Hong Kong, commenced
in early 2001, was conducted by the Hong Kong Policy
Research Institute with an aim to gauge public opinion
on movie-going habits in Hong Kong for the reference
of the concerned authorities and the local film industry.
The survey, comprising a quantitative study (telephone
survey) and a qualitative study (focus groups), drew
the opinions of a total of 1,309 members of the public
aged 12 or above.
"Results of the survey indicated that quality is
the major reason for low attendance rate of local movies
in cinema. Ticket prices can be lowered to enhance
attractiveness of movie-going but in the long run,
improving movie quality will be the most appropriate
means to enhance the competitiveness of the film industry
in Hong Kong," a TELA spokesman said.
The survey findings revealed that the average number
of times of movie-going was 5.1 in 2000 and about half
(49.2 per cent) of the respondents went to cinemas
at least once.
According to the survey, young people aged 12-29
were the most active group of movie-goers. On average,
youth at 12-19 watched movies (in cinema) 7.5 times
whereas those at 20-29 watched 10.4 times.
Regarding the types of movies, comedy was the most
favorable one and 'story content' was the most common
factor that affected the choice of movies.
The survey also revealed that imported movies were
preferred over local movies, particularly for young
people aged 12-29.
The major merits of Hong Kong movies were 'easy understanding
of the language' and 'easy understanding of the story'
whereas those of imported movies were 'rigorous production/live-like
or grand scenes', 'good acting skill' and 'good directing
skill'.
Views were also sought on the operation of cinemas.
The survey found that only 21.3 per cent of all the
respondents favored movie-going while the majority
of those aged 30 or above gave a negative answer. They
did not even consider reduction in ticket prices attractive.
Although 'unique environment' and 'better facilities'
were still the major reasons for going to cinema, the
attractiveness of cinemas was declining because of
reduction in screen size and deterioration in their
internal environment. Moreover, high cost of movie-going,
existence of pirated discs, the improvement in quality
of home audio-visual equipment and the speedy availability
of video movie products also served as disincentives
for movie-going.
Members of the public can assess the full report
and the executive summary of the survey via the TELA's
website (http://www.info.gov.hk
/tela).
End/Monday, August 20, 2001
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