As movie industry insiders and fans gear up for the 2018 Oscars®, recent research from Movio reveals the impact of a nomination on a movie’s audience and ticket sales. In general, films nominated for an Oscar® enjoy a box office boost, as more fans head to the big screen and the films expand to more theaters. For example, following its nomination, the number of locations showing The Shape of Water more than doubled.
But it’s not just the size of the audience that changes—it’s also the type of audience. According to new insights from Movio, a marketing data analytics firm, the audiences for The Shape of Water, Call Me by Your Name and I, Tonya skewed older after their nominations. The key driver of the trend: moviegoers age 50+.
For example, box office receipts for The Shape of Water grew 171% in the week after nominations were announced. Nearly one-quarter of that audience was at least 50 years old. Overall, the interest of the 50+ audience led to an estimated 5-10% increase in the film’s total revenue since it was first released.
This not only shows how award nominations expand audiences, but how audiences evolve throughout the lifecycle of a theatrical run. For marketers, this type of precise behavioral insight can help to reach the right audience at the right time to ensure box office success.
How movie audiences evolve following an Oscar® nomination:
Source: Movio Media. OSCAR®, OSCARS®, ACADEMY AWARD®, ACADEMY AWARDS®, OSCAR NIGHT®, A.M.P.A.S.® and the Oscar design mark are trademarks of the Academy of Motion Picture Arts and Sciences.
For more about the effect of an Oscar® nomination on moviegoer habits, click here. Download infographic here.