Situación De Cines Y Museos

Activity 1


Basic of marketing research
08
Automne

Introduction
We are making report about evolution of cinema and museum attendance in Spain, France, Italy and United Kingdom. As well we want to find out number of Internet access and electronic devices ownership in these countries. Objectives of this report is to find out what are the reasons for cinema, museum and Internet accessattendance and nonattendance and reasons for growth or decrease in these numbers in past few years. We use secondary information and exploit methods as different databases, like Global Market Information – Passport and others internets access resources. During this report we use qualitative and quantitative information to find out results.

1. Evolution of cinema attendance in number ofmoviegoers and box-office revenues in Spain, France, Italy and United Kingdom

The industry cinematographic is seen around the world as an important contributor into the social and technological development. The cinema has been for ages one of the most appreciated and popular activities to do during the free time. The incredible diversity of genders and types of movies produced gives the opportunity toeveryone to find something interesting to see and so to go to the cinema. Another important factor is that the cinema is also pleasant because it’s an opportunity to discover new things, to dream, to cry, to have any awkward feeling about the story that we are discovering.
Nowadays this industry is facing some problems because of different reasons. Through this study we are going to focus onthe evolution of the cinema attendance in four countries from the European Union, which are Spain, Italy, United Kingdom and France.
To be able to analyze the actual status of this sector we made an important research on different data bases, studies and reports. We selected some statistics, which are going to help us to go deeper into the comparison between the countries. If we get a look to thegraph N°1, which represents the distribution of the market share between these four countries from 2006 up to 2011, we’ll see that Spain is situated in an uncomfortable last position with a percentage of 15.9% in 2011. If we compare this amount with 2006 we can see that Spain lost 5.4% in five years, which represents a decrease of about 25%. If we focus on the numbers of the other three countrieswe can see that there is a difference of direction between those ones and the one from Spain. We can see that the shares of Italy, UK and France have slightly increased from 2006 up to 2011.
It’s interesting to mention that the cinema has been having new possible substitutes during the last decade because of the birth and the expansion of new technologies and products. With the boom ofInternet, the apparition of more efficient and less expensive TVs, the birth of other activities to do during the free time etc. But, as we know these products are present in these four different countries so why does Spain is the only country which has been losing part of the market?
The answer of this question is still unknown but we can suppose different causes. First of all the difference of weatherbetween these countries has certainly an impact on the affluence to the cinemas. We can see on the graph that the two Mediterranean countries, Italy and Spain, are those with less part of shares and also those having hotter weather. The apparition of the crisis in 2008, which had and is still having a stronger impact in Italy and in Spain is certainly affecting the consumption habits of theinhabitants pushing them to reduce the unnecessary expenses. We can also say that because of the lack of monetary capacities due to the crisis investing in new infrastructures as Digital and 3D screens in these two Mediterranean countries became really difficult and certainly affected the growth of the industry as shown in the map below.
After focusing on the facts commented above we wanted to know...