The typical South African movie-goer is an educated single woman living in an urban area with a salary of up to R15000 or more.
This is based on findings made in a new report on audience research commissioned by the National Film and Video Foundation.
Just over 50% of those who visit the cinema were adults, followed by youth (39%) and children (8%) who cut across all SA population groups.
Nearly half (45%) are employed, 24% are students, 15% are unemployed, 10% are studying while working and 5% are students who are looking for work.
Only 1% of movie-goers were pensioners.
The research, which was conducted by Devnomics Research and Surveys between October and December 2014, surveyed more than 2911 movie-goers across all nine provinces.
According to the findings, 69% of movie-goers are from urban areas .
Most of those surveyed lived in Gauteng, followed by KwaZulu-Natal, the Eastern and Western Cape, Limpopo, Mpumalanga, North West, the Free State and the Northern Cape, respectively.
Action movies were the genre of choice among respondents, followed by comedy and romance.
About 18% of respondents said they would rather spend their cash on international movies while less than 20% preferred movies from SA shores.
Six percent said there were just not enough SA films to watch.
The report revealed that local movie-goers want local films to tell the world stories that are a true reflection of the country.
Zulu dominated the list of preferred languages other than English and was followed by Afrikaans and Xhosa.
Respondents also said they liked cultural content in South African films as well as images and landscapes.
"The [SA] audience is out there. It's not willing to be taken for granted. [It is] waiting to consume the rich and manifold offerings of the Rainbow Nation's technical and artistic creations," Devnomics engagement director Kola Jolaolu said.
One of the recommendations includes the use of iconic symbols and landscapes such as the Nelson Mandela Bridge in Johannesburg, the national flag, and Cape Town's Table Mountain to "endear" local audiences.
SA movie-goers are a fairly fussy lot
The typical South African movie-goer is an educated single woman living in an urban area with a salary of up to R15000 or more.
This is based on findings made in a new report on audience research commissioned by the National Film and Video Foundation.
Just over 50% of those who visit the cinema were adults, followed by youth (39%) and children (8%) who cut across all SA population groups.
Nearly half (45%) are employed, 24% are students, 15% are unemployed, 10% are studying while working and 5% are students who are looking for work.
Only 1% of movie-goers were pensioners.
The research, which was conducted by Devnomics Research and Surveys between October and December 2014, surveyed more than 2911 movie-goers across all nine provinces.
According to the findings, 69% of movie-goers are from urban areas .
Most of those surveyed lived in Gauteng, followed by KwaZulu-Natal, the Eastern and Western Cape, Limpopo, Mpumalanga, North West, the Free State and the Northern Cape, respectively.
Action movies were the genre of choice among respondents, followed by comedy and romance.
About 18% of respondents said they would rather spend their cash on international movies while less than 20% preferred movies from SA shores.
Six percent said there were just not enough SA films to watch.
The report revealed that local movie-goers want local films to tell the world stories that are a true reflection of the country.
Zulu dominated the list of preferred languages other than English and was followed by Afrikaans and Xhosa.
Respondents also said they liked cultural content in South African films as well as images and landscapes.
"The [SA] audience is out there. It's not willing to be taken for granted. [It is] waiting to consume the rich and manifold offerings of the Rainbow Nation's technical and artistic creations," Devnomics engagement director Kola Jolaolu said.
One of the recommendations includes the use of iconic symbols and landscapes such as the Nelson Mandela Bridge in Johannesburg, the national flag, and Cape Town's Table Mountain to "endear" local audiences.
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