Audience analysis for Anteo spazioCinema

Anteo has existed for over forty years and now runs one of best-structured cinema networks in Milan, Monza, Cremona and Treviglio. Multiple winner of the prestigious Biglietto d’Oro award for the cinema with the most spectators, Anteo has always considered its audience as a central element when coming up with its programming and imagining new ways of enjoying the cinema.

Through an audience survey, Anteo wants to gain a better understanding of what its current audience looks like and to learn about the habits of potential audiences. On the basis of the results, BAM! will draw up a strategic document with suggestions and proposed lines of action for reaching new audiences and strengthening the relationship with the existing ones.

The pandemic has had a further effect on cinema audiences, which have changed. It is still unclear what can be done to encourage people to return to the cinema in person. At the same time, the widespread diffusion of streaming and VOD platforms are contributing to changes in spectators’ viewing habits. It is crucial for cinemas to try to intercept the new needs of their audiences and understand how to make the cinema experience even more unique.

After direct discussion with Anteo’s marketing and promotion departments, BAM! will develop an audience survey by drawing up a questionnaire and the relative communication campaign. The survey will run from summer through to autumn, thereby involving both summer arena audiences as well as cinema audiences. The survey will also be available online to reach the non-audience or those who attend Anteo venues only rarely.

On the basis of the results, BAM! will continue its analysis by exploring certain specific audience targets through additional activities such as focus groups and interviews. BAM! will ultimately produce a strategic document with useful indications and potential communication, promotion, mediation or audience engagement activities.