NEW YORK: A new study by Google and Marketwatch finds that the Internet is now more important than newspapers in helping moviegoers decide which film to go to.
The report, entitled "The Internet and Moviegoing: A Benchmark Study on Influences and Opportunities," which surveyed approximately 2,100 moviegoers between the ages 13 to 49, found that while moviegoers initially become aware of new films through television advertising, trailers and word-of-mouth, the Internet weilds heavy influence as they make the actual decision on what they will go to see.
The survey found that 49% of moviegoers actively research a movie after first hearing about it; and, of these, 70% do their research on the Web, often using search engines to find out more about the film.
While more than half of those surveyed used the Internet to research movie schedules and theater locations, only 18% said they frequently use newspaper listings to find the information.
