FILM-MINDED RACE

Waikato Independent, Volume XLIV, Issue 6175, 19 March 1948, Page 2

FILM-MINDED RACE

INTERESTING BRITISH STATISTICS “TEEN AGES” HEAD LIST In a country where the majority of people go regularly to “the pictures” • the following article from a London correspondent will be of inIt is common knowledge that the British are one of the most cinemaminded peoples in the world. We know, for instance, that 30-odd million people in the United Kingdom, with its population of roughly 45 million, attend cinema performances week by week. This compares with a world population of approximately 1900 million, 235 million of whom are estimated to form the' weekly world cinema audience. It is obvious from these figures that the British share in cinemagoing is out of proportion. Discriminating However, beyond these general facts very little has so far been known in respect of the social aspects of the cinema in Britain. Actually reliable statistical material to illustrate the immense influence of the film in contemporary life is extiemeiy scarce. It is the more to be welcomed that this interesting, subject has now been elucidated by Government fact-find-ing statistics just published in the Board of Trade Journal. They are the result of a report by the Social Survey from information collected by sample interviews conducted during March and October last year. Perhaps the most encouraging fact emanating from these statistics clearly shows, that two-thirds of the film-going public shops for its entertainment. In- other words, these )eople do not just go to the pictures, lut deliberately choose the films hey want to see. Split up into groups, 23 per cent of the filmgoers generally go to the same theatre regularly whatever the film, while 48 per cent go regularly, choosing from cinemas available the one with the “best” film. Some 10 per cent generally go to the same theatre, but only when they think they will like the film, and 19 per cent only go to a cinema when there is a film they particularly want to see.

Some 32 per cent of the population go to the cinemas at least once a week, spending £100,000,000 annually at the box-office. The average price paid for a cinema seat is Is 9d. As for the social groups that form the audience, it is interesting that housewives represent the largest group. While they are 41 per cent of the general population, they form 38 per cent of the cinema attendance figure. The next occupational category to follow is the “higher paid sections of the working class”; they are 23 per cent of the cinema audience and 22 per cent of the population. Factory operatives, who represent 11 per cent of the population, form 14 per cent of the cinema audience. The same percentage applies to the “clerical and distributive” group. On the other hand, professional people go to the cinema only on occasions, definitely selecting their entertainment. This group (professional and managerial) is 6 per cent of the population and 5 per cent of the film audience. The last group mentioned in the report, “retired and unoccupied,” forms 6 per cent of the audience and represents 9 per cent of the general population. Age Groups The 16 to 19-year-olds are the most frequent filmgoers. Sixty-nine per cent of them attend cinemas once a week or more, 28 per cent less than once a week and only 2 per cent never go at all. Of persons between 20 and 29 years, 57 per cent go once a week or more, 34 per cent less than once a week, 9 per cent never. The statistical picture changes with the next age group, the 30 to 39-year-olds. Here only 35 per cent attend once a week or more, while 46 per cent go less than once a week, and 19 per cent never. , This tendency increases with the higher age groups. Twenty-eight per cent of those between 40 and 49, and 22 per cent of those between 50 and 59 go once a week, or more, 52 and 43 per cent respectively go less than once a week, 20 and 35 per cent respectively never. Of the 60-year-olds only 11 per

cent care for film entertainment once a week or more, 28 per cent for less than once a week, while 61 per cent never go. On the whole, the figure of British adults who never go to a film theatre is 27 per cent. An Early Habit No doubt, the prominent part which the cinema plays as the people’s most popular entertainment is largely due to the fact that the habit is formed already very early in life. Evidence of this. is also to be found in the report. Thirteen per cent of children up to four years are taken to the cinema once a week or more, nine per cent less regularly and 77 per cent not at all. However, there are already 49 per cent of the children between five and nine years who see films once a week or more, and 65 per cent of those children between 10 and 16. Some 27 per cent of the five to nine-year-olds and 31 per cent of those between 10 and 16 go less regularly, while 24 per cent of the five to nine-year-olds never go. However, it is only a small minority of 5 per cent of those between 10 and 16 who never go at all. These figures compare with the following percentages of attendance by all adults over 16: 32 per cent go once a week or more, 41 per cent go less regularly, 27 per cent not at all. Another revealing Investigation was carried out by Gallup Poll for the British Institute of Public Opinion and published by the London News Chronicle. Its results throw light upon the trends in the taste of the cinema-going public. The Government, in order to save dollars, recently instituted a heavy tax on imported films, and a representative cross-section of men and women throughout Britain were asked by the British Institute of Public Opinion whether 7 this tax should remain or be removed, if it means that x after a few more months no more American films will be shown. A majority of 58 per cent said that the tax should remain, 24 per cent wanted it removed, and 18 per cent said “Don’t know.” Opposition was stronger against the tax among those who go more than once a week to the cinema; 48 per cent of this section were in favour of the tax being removed. On the other hand, of those going to the cinema once a month 75 per cent were in favour of the tax and only 15 per cent against.