Exploring confidence in audiences returning to cinemas

16 June 2020

The purpose of this research was to assess the confidence levels of Black, Asian and other ethnic groups in relation to their White counterparts as they returned to cinemas as lockdown begins to ease.

As reported in early June 2020, those from Black, Asian and other ethnic groups can be up to four times more likely to die from coronavirus, so we wanted to see if this information had any effect on their cinema going behaviour.

We asked 1071 respondents about their likelihood to return to cinemas, when exactly they were likely to return, how confident they were on returning and what their main concern was when going back into cinematic spaces.

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