FAME stands for Film Audience Measurement & Evaluation and is now the cinema industry's key marketing tool for analysing film viewing and cinema going behaviour. The FAME survey is new for 2007 and replaces the industry’s old currency CAVIAR, which stood for Cinema and Video Industry Audience Research. (As the name suggests, CAVIAR concentrated on cinema and video viewing whereas the new survey has been updated and concentrates on film and its wider digital formats).

In line with this fresh approach, the methodology of the survey has also changed, so given that cinemagoers tend to be heavy internet users the survey has been naturally moved on-line, allowing a faster turnaround of information and a quicker, more creative questionnaire.

The FAME survey is also extremely targeted, interviewing respondents who have been to the cinema in the last 6 months, thus ensuring that all respondents have cinema and film experiences. With a sample size of 3,000 respondents aged 7yrs plus, FAME is able to give in-depth insight amongst both adults and childen. FAME also asks parents with children aged 4-6yrs about their cinema-going and film viewing behaviour, allowing for analysis of this audience also. A vital source of information for film distributors, cinema exhibitors and for Pearl & Dean the FAME research is conducted independently by TNS.

If you are interested in advertising on cinema and would like to discover how FAME can help you, or indeed, if you would like to find out more about FAME or would like to subscribe to the FAME survey please contact Anna Cremin on 020 7882 1113

The Film Monitor survey supplements FAME by providing audience profile data for individual films on a quarterly basis. The demographics included for each film are:

Sex

Social Class

Age

Household composition

Regions

In addition to this Film Monitor also provides data on the recency and frequency of cinema attendance, vital for use in the cinema industry's planning system.

Film Monitor is conducted by BMRB and interviews 4,000 respondents aged 7yrs plus using face-to-face interviewing. If you have a specific target audience and would like to find out which films appeal to that demographic, or if you would like to subscribe to the Film Monitor survey, please contact Anna Cremin on 020 7882 1113

Our cinema planning system was created by IMS and is a valuable tool for planners and buyers within advertising agencies, but also for the cinema industry itself. In the past the system was devised using a mixture of CAVIAR, Film Monitor and admissions data. However with the introduction of FAME the planning system now uses just the Film Monitor and admissions data only. The new system provides coverage and frequency information across a variety of cinema buying routes and against various target markets.

The cinema planning system also breaks information down by contractor (i.e. Pearl & Dean and Carlton Screen Advertising) to provide agency planners and buyers with a good indication of the numbers their cinema campaigns will reach with each contractor, as well as on an industry level.

If you would like to find out more information about the cinema planning system, please contact Anna Cremin on 020 7882 1113