The cinemas are struggling with declining numbers of visitors -- there are several reasons for this. First and foremost, there is no doubt that the current range of films on offer should be mentioned, because the more attractive the film starts, the more people buy a ticket. Another reason, which can be heard again and again, is the video-on-demand services like Netflix, which have become more and more popular over the years. For a relatively low monthly subscription price the audience gets access to a lot of films and series and therefore does not even have to leave the house to consume the medium. And to the regret of the cinema operators, as the obvious conclusion reads. But is that actually true?
No, says a new study by Ampere Analytics, quite the opposite. According to this study, subscribers to streaming services should go to the cinema much more often than subscription lots. In nine of the 15 countries surveyed, this figure is twice as high. Instead, the study points to another factor, which is extremely simple but statistically proven to have a major influence on ticket sales: the admission price.
In Mexico, for example, cinema tickets are supposed to be the cheapest and visitor numbers the highest, while in Scandinavian countries, where high admission prices are due, the visitor rate is among the lowest. Although statistical analyses must always pay attention to detail, which unfortunately are not available to us in this case, but the realization sounds quite realistic and actually coincides with basic, economic assumptions. In fact, however, cinema tickets are becoming more and more expensive every year, presumably to compensate for declining sales, which in turn seems counterproductive to attract more audiences to cinemas: a vicious circle.
In 2019, worldwide revenues from the video-on-demand business are also expected to overtake cinema revenues, as was already the case in the USA in 2017.