AN EVOLUTION OF THE OSCAR BEST PICTURE AUDIENCE - Movio
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INSIGHTS AN EVOLUTION OF THE OSCAR ® BEST PICTURE AUDIENCE
“
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 soldOSCAR ® 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,
MissouriEthnicity 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 2019Age 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 2019Gender 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 2019TICKET 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 2019Percentage 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
-58ABOUT 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.You can also read
