30 City Movie Research (Door to Door interviews)
Beijing, Shanghai, Guangzhou Movie Theater Study

Key Findings
Movie Theater Research
1) 20% of all people have been to a movie theater in the past year
2) Young people, people with high education and high income, especially students go to movie theaters very often
3) Most people go to movie theaters with their family and friends on the weekends
4) Main movie information sources are newspapers, TV, outdoor and movie theater ads
5) People go to movie theaters for entertainment
6) The reason for going to a movie theater is because the people are interested in the movie that is being shown.
7) Two reasons for not going to movie theaters are: Tickets prices are too high and the movie being shown is not attractive.
8) People like to go to move theaters because of the excellent visual and audio effects.
9) Peoples' basic requirement for a movie theater is that it have a convenient location.
10) Of the people who have visited a movie theater in the past year, most go so that they can see the first run of a movie. =
11) 76% of all those surveyed agree with the present movie rating / classification system

Movie Channel Research
1) 87% of all people surveyed have CCTV6
2) 9% people of all the people surveyed watch CCTV6 every day
3) Two thirds of the people will switch to another channel when ads come on air
4) 59% of the people will watch shows that are repeated on CCTV6
5) 55% of those surveyed know what movies will be on CCTV6 because they see notifications while watching CCTV6
6) "Golden Memories" and "Top Grade Movies" are both very well known and very well regarded movie based programs on CCTV6
7) 66% of those surveyed rate the movies shown by CCTV6 as very good or comparatively good movies.
8) The main reason behind respondents lack of satisfaction with movies is because most movies shown are outdated.

Home Theatre Research
1) 34% of those surveyed watch movies at home on their home theater systems
2) Many of them spend most other their weekday evening time and weekend time watching movies
3) The movies they watch mainly come fro Hong Kong and the United States
4) They watch movies at home mainly for relaxation because they can watch them at their leisure

Pay TV Research
1) Most people would select a movie channel first when selecting pay TV channels
2) Most people see prime time for pay TV channels as between 19:30-20:30
3) The most popular movies for movie channels are, all time movie classics, comedies and are mainly composed of mainland and Hong Kong produced movies
4) 78% those surveyed felt that a monthly fee per channel should un less than RMB 15 / month