AN EVOLUTION OF THE OSCAR BEST PICTURE AUDIENCE - Movio
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“ EXECUTIVE SUMMARY Following the #OscarsSoWhite controversies of 2015, the Academy • The audience attending films nominated for Best Picture 2019 of Motion Pictures has been working on improving diversity among Copyright © 2019 Movio Limited. All Rights Reserved. A company of Vista Group International Ltd. represents the youngest and most racially diverse Best Picture audience over the past several years its members. This effort seems to be paying off as the 2019 Oscar ® lineup is shaping up to be one of the most diverse in Academy history. • Caucasian moviegoers have gone from 72% of the audience for the 2016 nominees to 63% for the 2019 nominees At Movio, we were interested in whether the increase in diversity among films being nominated for Best Picture has had any impact on the audiences • African American attendance has risen by 75% to 14% of total attending these films. In order to analyze this we aggregated together the audience in 2019, from 8% in 2016 audience for all films nominated for Best Picture for the Academy Awards ® • In 2016, 49% of the audience that attended the nominated films each year for the past several years to see how the audience demographics were 50 or older. Over the past three years that percentage has for nominated titles have changed over time. Our results indicate that the declined to 35% for the 2019 nominees audience attending films nominated for Best Picture for the 2019 Oscars ® represents the youngest and most racially diverse Best Picture audience • Prior to 2019, child tickets accounted for between 1 – 2% of tickets over the past several years. Much of this is due to the inclusion and box sold among all tickets for Oscar ® nominated titles. This year child office success of Black Panther in the nominations. tickets are roughly 5% of tickets sold
OSCAR ® BEST PICTURE NOMINATIONS BY YEAR 2016 2017 2018 2019 Copyright © 2019 Movio Limited. All Rights Reserved. A company of Vista Group International Ltd. The Big Short Arrival Call Me by Your Name Black Panther Bridge of Spies Fences Darkest Hour BlacKkKlansman Brooklyn Hacksaw Ridge Dunkirk Bohemian Rhapsody Mad Max: Fury Road Hell or High Water Get Out The Favourite The Martian Hidden Figures Lady Bird Green Book The Revenant La La Land Phantom Thread Roma Room Lion The Post A Star Is Born Spotlight Manchester by the Sea The Shape of Water Vice Moonlight Three Billboards Outside Ebbing, Missouri
Ethnicity Distribution For Nominated Films EVOLUTION IN DIVERSIT Y 80 72 63 60 Percentage Over the past several years, the aggregate audience for Best Picture nominated titles has 40 Copyright © 2019 Movio Limited. All Rights Reserved. A company of Vista Group International Ltd. begun to drift towards a more racially diverse audience than it had been in previous years. 20 15 Caucasian moviegoers have gone from 72% 13 14 8 of the audience for the 2016 Oscar ® nominees 6 7 0 to 63% for the 2019 nominees; a decline of 10% over the three years. Over the same time period, 2016 2017 2018 2019 African American attendance has risen 75% to 14% of total audience, from 8%, and Hispanics have gone from 13% to 15%. Percentage Change From Previous Year 31 23 28 11 Caucasian 8 6 Hispanic African American 1 -1 -3 Asian -9 -11 -11 2017 2018 2019
Age Distribution For Nominated Films EVOLUTION IN AGE 80 65 60 Percentage The same evolution can be seen in the age 51 distribution. In 2016, 49% of the audience that 49 Copyright © 2019 Movio Limited. All Rights Reserved. A company of Vista Group International Ltd. attended the nominated films were 50 or older. 40 Over the past three years that percentage has 35 declined to 35% for the 2019 Oscar ® nominees. 20 2016 2017 2018 2019 < 50 > = 50 Percentage Change From Previous Year 24 28 20 -16 -20 -29 2017 2018 2019
Gender Distribution For Nominated Films EVOLUTION IN GENDER 60 58 53 47 Percentage Aside from 2017, which saw approximate parity 42 between genders, the gender distribution for 40 Copyright © 2019 Movio Limited. All Rights Reserved. A company of Vista Group International Ltd. Oscar nominated changes has not seen as ® much of an evolution as age or ethnicity over recent years. 20 2016 2017 2018 2019 Male Female Percentage Change From Previous Year 18 9 3 -2 -13 -9 2017 2018 2019
TICKET T YPE EVOLUTION Ticket Type Distribution For Nominated Films This evolution of audience for Oscar ® nominees 50 is also noticeable in the types of tickets sold for Copyright © 2019 Movio Limited. All Rights Reserved. A company of Vista Group International Ltd. these films. Prior to 2019, child tickets accounted 44 for between 1 – 2% of tickets sold among all 40 40 tickets for Oscar nominated titles. This year ® child tickets are roughly 5% of tickets sold. At the same time, Senior tickets have gone Percentage 30 from approximately 24% of total tickets sold to 13% for the current year. 24 20 22 14 14 Adult Pass 13 10 10 Senior Child 5 Matinee Military 3 3 Unknown Student 1 1 1 1 1 0 2016 2017 2018 2019
Percentage Change From Previous Year ADULT SENIOR MATINEE UNKNOWN 30 30 22 28 15 6 Copyright © 2019 Movio Limited. All Rights Reserved. A company of Vista Group International Ltd. 4 -6 -8 -14 2017 2018 2019 -17 -47 PASS CHILD MILITARY STUDENT 500 41 12 10 10 4 -4 -12 -25 -22 -22 -58
ABOUT MOVIO Movio is the global leader in marketing data analytics and campaign management solutions, revolutionizing the way the film industry Copyright © 2019 Movio Limited. All Rights Reserved. A company of Vista Group International Ltd. interacts with moviegoers. With a global database of over 100 million moviegoers, 750 million behavioral and transactional records and more than 5000 movie titles, Movio supports the world’s most comprehensive source of moviegoer data. The company’s investment in data science and machine learning has produced market-leading technologies that redefine the possibilities of movie marketing. Movio empowers marketers to connect moviegoers with their ideal movie via online and offline channels, and link campaign data with actual ticket purchases to close the loop and measure campaign effectiveness. Movio is a company of Vista Group International Ltd (NZX & ASX: VGL). www.movio.co @MovioHQ www.linkedin.com/company/movio OSCAR ®, OSCARS ®, ACADEMY AWARDS ®, ACADEMY AWARD ®, A.M.P.A.S.® AND OSCAR NIGHT ® are registered trademarks, and the OSCAR statuette is a registered trademark and copyrighted property, of the Academy of Motion Picture Arts and Sciences.
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