Changing Trend in Movie Viewing
American Demographics Poll Reveals New Trends in Video
William J. Schroer
Turn on the television tonight and, at first, you'll see few signs that the world of entertainment is any different than before September 11th. David Letterman has returned to interviewing cast members from Survivor, contestants on Fear Factor continue to chow down on bugs and the cast of Friends is still sipping their coffee from big mugs. However a poll of 2,500 Americans completed in 2002 by Harris Interactive for American Demographics magazines suggests what Americans want from entertainment has subtly shifted. The poll found that these days, after the terrorists attacks, Americans are more attracted to TV shows and movies with spiritual themes and plot lines that address family values. More viewers tune in more often to the nightly news and to newsmagazines. And many still feel uneasy whenever they encounter images that too closely resemble the tragic events of 2001.

How does that translate into viewer interest in different genres of film? The graph below breaks down viewers interests by asking them how they feel about these different types of films after September 11th.

“Do the Following Types of Movies Appeal to You More Today or less Today than They Did Before Sept. 11?”
GENRE
ALL ADULTS
MEN
WOMEN
 
More
Less*
More
Less
More
Less
Spiritually uplifting
24%
3%
16%
3%
32%
--
Family movies
23%
--
15%
--
32%
--
Documentaries
22%
2%
23%
--
22%
--
Wartime epics
14%
9%
17%
5%
10%
12%
Animation
12%
3%
10 %
--
15%
3%
Slapstick comedies
12%
3%
11%
--
13%
4%
Boy meets girl
8%
3%
4%
3%
12%
3%
Terrorism/Hijacking
8%
23%
10%
19%
5%
27%
Murder mysteries
5%
4%
5%
--
5%
6%
Blood and gore horror
--
14%
--
12%
--
16%
*Numbers may not sum 100 percent because some respondents said a movie genre appeals to them the same today as it did before or that the genre never appealed to them.
Even with the events that have taken place Americans are not shying away from television or films. However, all respondents are not necessarily seeking the same type of entertainment as they did before 9/11; instead many are searching for movies which are more engaging. There are differences by demographic however. Men are more likely to continue to demand movies that are wartime epics, while women feel they see enough war on the news and are often disinterested in entertainment reminding them of an unpleasant reality they are already confronted with.
What are the implications for Librarians? The video collection is the second most visited category after the book collection for most libraries. As part of library efforts to stay in touch with patron demand, the collection is often refreshed on an ongoing basis. By being aware of these changes in trends, library staff responsible for acquiring videos/DVDs may consider adjusting their mix. While some men may still want the “blood and guts” films, other men and many women are opting for more cerebral and emotionally warmer fare.

Fetto, J. (2002). The show goes on. American Demographics Consumer Trends for Business Leaders, 12, 46-48.