Simmons and OTX Link Buying Habits to Movie-Watching

Simmons Market Research Bureau and online agency OTX have joined forces to create a new way of classifying movie-goers' behaviour and attitudes. The tool should help to identify the prospects for new movies as well as predicting consumer behaviour based on movie-viewing habits.

Movie BehaviorGraphics(tm), links the OTX Movie Dailies movie awareness and interest tracker with the Simmons National Consumer Study (NCS), which measures the attitudes, lifestyles and brand, product and media preferences of 25,000 adults. Bill Livek, Co-Chairman for Simmons, hopes the partnership will provide 'a complete 360 degree picture of today's moviegoer'.

The link means consumers can be classified into distinct groups based on their viewing behaviour. The seven behavioural segments, which account for more than 75% of all movie-going adults, are as follows:

1. Commercials
2. Critics Darlings
3. Terminators
4. Grand Adventurers
5. Wholesomes
6. Mean Streeters
7. Cultists

Bruce Friend, MD for the OTX Media and Entertainment Insights Group, explains the benefits of the new tool: 'Studios will be able to tell what products movie-goers buy, where they buy them, their perceptions of product placements and the media channels they use - all based on their interest in specific film types.'

According to Shelley Zalis, Founder and CEO of OTX: 'Not only will this added value help the studios more accurately target their core consumers, it will also allow OTX tracking to become ever more predictive of opening weekend box-office.'

The companies' web sites are at www.smrb.com and www.otxresearch.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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