An insight into the cinema going habits of national newspaper readers and the role different media play in their decision making process.

Our exclusive research reveals how often, what days of the week and time of day people attend the cinema. It also shows how passionate national newspaper readers are about the cinema, how much they talk about the films they’ve seen, which films they enjoy, what influences their choices, and the role reviews and adverts play in helping them plan their cinema trips.

Our research found that of all media types, national newspapers are the most trusted source of film and cinema information.

More specifically, the Guardian and The Observer are regarded as the most trusted newspapers for information on film and cinema; both by our own readers and readers of other national newspapers.

Which newspapers cover film and cinema with authority?
(Top five results)
base: all national newspaper readers

Guardian and Observer readers are heavy and regular cinema-goers who enjoy a wide variety of genres from art house to blockbusters.

Guardian and Observer readers are passionate about the cinema and talk about and recommend films they have seen making them essential targets to create word of mouth and buzz around any film release.

In addition to the national newspapers research we also have research into the cinema going habits of Guardian Unlimited users, covering the role both online and print media play in the decision making process.

The research found that Guardian Unlimited users are equally as passionate about the cinema as Guardian and Observer readers.It also revealed that our users trust and visit Guardian Unlimited for film information more than any of the dedicated film sites such as Empire Online or IMDB.

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