The Box Office – Bad Audience Research

A fetish is made of the Box Office figures; but, in fact, they are actaully a pretty gross distortion of cinema attendance – and it’s a distortion which very much serves the received wisdom and the status quo. Why? Because box office figures are always for the weekend; and the weekend audience consists much more of young people who are looking for entertainment.

During the rest of the week the audience is rather different and has different motivations. It’s when a lot more older people go to the cinema for a start. Weekday audiences are interested more in being mentally stimulated than in escapism, but they’re not counted….

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