Head of Omnibus, US

This holiday movie season will feature big hitters such as Star Wars: Episode VII – The Force Awakens, The Hunger Games: Mockingjay – Part 2 and the new James Bond movie Spectre.

Three movies are making the most waves prior to release: 65% of Americans are aware of the upcoming release of Stars Wars: Episode VII – The Force Awakens, 56% said the same about The Hunger Games: Mockingjay – Part 2, while 44% have heard of the upcoming release of The Peanuts Movie.

A few upcoming releases have caught the attention of American men.  For 72% of men are aware of the new Star Wars installment, compared to only 59% of women. Over half of American men (51%) are aware of the new James Bond movie Spectre compared to only 28% of women.  Mockingjay on the other hand has caught the eye of 59% of women compared to 52% of men.

Although in-theater trailers are not the main driver of awareness, they are one of the main influencers for Americans deciding what to see (for those who have heard of at least one of the upcoming releases). 66% of those who were aware of at least one of the new releases heard about them via TV advertising. 46% heard about them via the internet, and 25% had seen them on a trailer in a theater. 

The trailers, however are the biggest influence for Americans when deciding which movie to see in a theater (28%). Recommendations of friends and family (18%) and the composition of the cast (14%) followed.

For further information about Omnibus results, and for details about methodology and Omnibus services, please email omnibus.us@yougov.com

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