The on-demand price range that many would be willing to pay for a movie in theaters is $5 to $8, according to a Hollywood Reporter/Morning Consult poll
finds. The survey was conducted among a nationally representative sample of 2,200 adults from March 19 to 21.
In what could reflect economic insecurity amid the novel coronavirus pandemic, the acceptable price range found in the survey is not only lower than $20 but also lower than some on-demand prices for studio films that have already had a run in theaters.
Some 30 percent of respondents in the survey said they'd be more likely to subscribe to a film and TV streaming service like Netflix or Hulu now, while 35 percent they'd be less likely to do so. Younger adults, ages 18-29, said they were more likely to sign up for a service now, but the 45-54, 55-64 and 65+ age groups said they were less likely to subscribe now.
When asked if they had subscribed to a streaming service since January 1, about 70 percent of respondents replied that they hadn't. Among the 2,200 adults in the sample, 57 percent said they subscribed to one or two streaming services, while just 7 percent said they subscribed to five or six services.
As for what Americans are watching while staying at home, film and TV comedies appear to be in, while dystopian titles are out. About 70 percent of U.S. adults said they were more likely to watch comedies amid the outbreak, the highest percentage for any genre followed by action/adventure , drama , thriller/mystery and documentary .
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