2010 American Movie-Goer Consumer Report


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Profile of American movie-goers and viewing of the annual Academy Awards


With the 82nd Academy Awards just around the corner and only days before final voting ballots are due back to accounting firm Pricewaterhouse Coopers, Experian Simmons is taking a close look at the American movie-going population. In any given month, over 56 million adults (26% of the adult population) make a trip to the cinema to take in a film. Movie-going typically reaches its peak in mid- summer, and 2009 was no exception. Experian Simmons DataStream reports that in July of last year, 32% of adults went to movies, the highest level observed at any point in the year. In October of the same year, the percentage of past- month adult cinema-goers had dropped to just 19%, the lowest point observed in all of 2009.