In a new study funded by the National Association of Theatre Owners, the exhibitors who run the cinema chains and who have a vested interest in making them look good, it has been revealed that streaming movies are more likely to be watched if the title also received a theatrical release.
Conducted with the help of Ernst & Young, the study was taken from a sample of more than 2,000 respondents, and of those 62% said they would be more likely to stream a movie if they knew it was also in theaters. Only 3% say they would be less likely to stream a movie that was also theatrically released.
The study also confirms the relationship between streaming and theatrical content is more symbiotic than is usually reported as, as those who most frequently visited cinemas also streamed more content at home than those who didn’t go to the cinemas much.
Phil Contrino, director of media and research at NATO, says in a statement: “a theatrical release creates more of a conversation… the coming launch of all these streaming services means it’s only going to get harder for something to breakthrough. Success in movie theaters is one of the top ways for content to stand out.”