Today's Man: Film Session

IPC Inspire Men & Music’s nationally representative research demonstrates that young men are universally passionate about movies which are a key area of social currency to them.

Young men are film influential’s, widening the appeal of films they’ve seen amongst their social circle

“Films are the one of the few things that pretty much everyone can talk about – even more than sport” Today’s Man: The Film Session

Young male film buffs revealed as a powerful force

Research by IPC Insight for IPC Inspire Men & Music shows young men to be a powerful force in spreading the word about cinema releases and finds that their frequent visits to the cinema are set to continue.

Today’s Man: The Film Session research found that 70% of young men aged between 18 and 34 go to the cinema at least once a month and they believe nothing beats the cinema experience. They’re always on the look out for new films and 80% say they recommend good films to friends.

IPC Inspire Men & Music aims to be the authority on young men and commissioned Lightspeed to conduct this nationally representative research among 18 to 34 year old men to find out more about their entertainment habits.

Going to the cinema is a social experience for young men. For men in the slightly older 25 to 34 year old category, 70% said they go to the cinema with their partner. For younger men it’s all about going to the cinema with their mates, with 80% of 18 to 24 year olds watching films with friends.

More than half of young men expect that in five years time they’ll be going to the cinema as often as they do now. However, the perception held by 69% that the cinema is too expensive is a potential threat.

When it comes to in-home entertainment, men want to recreate the cinema experience at home. However, many in this group have not adopted blu-ray, with the research finding that four in five young men currently do not own blu-ray disks. Key reasons cited for resisting the move to blu-ray are the expense, being content with DVDs and not being convinced of the difference in quality. However, 60% of those surveyed do expect to be watching more films on blu-ray in the next five years.

The research demonstrated that films are a passion for young men and a major form of social currency. This is the audience to convince of the benefits of blu-ray and they’re the group to target to generate word of mouth buzz around new films. IPC Inspire Men & Music magazines and websites have great reach and a powerful relationship with these young men and we can help film distributors to engage with this valuable audience.

For further information or to see the client facing presentation please contact Verity Amos-Piggott, Insight Manager for IPC Ignite

verity_amos-piggott@ipcmedia.com 0203 148 6732