Brussels, 07/02/2014 (Agence Europe) - Nearly 70% of the inhabitants of Europe download or stream films for free, whether legally or illegally, according to a new European Commission study on audience behaviour. It also finds that 40% of smartphone owners and more than 60% of tablet owners watch films on their devices. The study concludes that this is not surprising because, while the public takes a lot of interest in films as a whole, the nearest cinema is often some distance from them and the choice on screen is frequently rather limited. “The study confirms that the European film industry is not making the most of its potential to reach new audiences or capitalising on cross-border partnerships. We encourage film-makers to make the most of the funding provided through Creative Europe, the EU's new programme for the cultural and creative sectors”, said Androulla Vassiliou, European Commissioner for Education, Culture, Youth and Multilingualism.
Among the aims of the Creative Europe programme are boosting demand for films, improving distribution overseas and creating new audiences in Europe and beyond. The study aims to get European political leaders to adjust their cultural policies. Creative Europe's MEDIA sub-programme will support 2,000 cinemas and 800 European films over the next seven years. The bulk of MEDIA's funding is targeted at supporting the distribution of European films outside their country of origin. The main results of the study: 1) 97% of inhabitants of Europe watch films regularly or occasionally; 2) Europe produces more than 1,000 films a month, but most are only seen in the country of origin; 3) 14% of respondents have no access to cinemas within 30 minutes of their home; 4) most people choose the film they are going to view just before going to the cinema, with trailers being the most effective marketing tool; 5) 28% of the inhabitants of Europe watch films at festivals; 6) nearly 50% of respondents have taken advantage of film education programmes in schools, universities or cinema clubs; 7) some 68% of respondents download films for free and 55% watch free streamed films via their computer or handheld device. Free-downloaders tend to be young, urban and educated, keen film viewers interested in the diversity of films but frustrated by the cost and narrow catalogues of legal offers. (IL/transl.fl)