Reading reviews and watching trailers are some of the top ways they make their decision - although nearly six in 10 have been disappointed by a critically acclaimed film
Adults spend more time choosing a film than they do prepping for a date, choosing a holiday – and preparing for a job interview. A poll, of 2,000 movie enthusiasts, found 78 per cent will spend up to an hour reading reviews, and 74 per cent will take up to the same amount of time watching trailers.
Sophia Ahmad, chief consumer officer at Sky UK and ROI, which commissioned the research to mark the free monthly ticket offering from Sky Cinema in partnership with Vue, said: "We know how much our customers love those goose-bump moments when watching a film they’ve been waiting for, and we know choosing one can involve serious research.
Londoners take the longest to ponder over a film choice, at 37 minutes – with one in three admitting they’ve even snubbed friends for their taste in movies. But when it comes to the Scots, 18 per cent don’t ever look at reviews before pressing play on a film. Those aged 25-34 spend the most time reading write-ups and watching trailers – and are even the most likely to row with a partner about what to watch, compared to other generations .
Nearly six in 10 said the professional opinion of a film critic motivates them to watch something they wouldn’t have considered otherwise. But it was also revealed 47 per cent would trust the opinion of their partner more than they would a critic when it comes to movies.
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