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Hungarian Edition
Hungarian audiences primarily choose what to watch based on genre, cast, and trailers, rather than on awards or critical acclaim, according to a joint survey conducted by Etele Plaza and Etele Cinema. The research was published in connection with the upcoming Etele Night Cinema marathon, which aims to reflect local preferences with a wide-ranging program.
The results, based on responses from over 1,400 participants, confirm that comedy (81%) and action (64%) are the most popular genres, followed by sci-fi (46%), romance (46%), and thrillers (43%).
Film selection is driven by genre (80%), followed by lead actors (59%) and trailers (57%). Other influences such as friend recommendations (34%) or online reviews (32%) are less significant. While director recognition matters to around two-thirds of respondents, 54% stated that whether a film has won awards is irrelevant to their decision-making.
The survey found that domestic (37%) and international (36%) films are almost equally preferred. Though 60% prefer dubbed versions, 10% actively seek screenings in the original language when available. Sound quality is highly valued, with 94% citing it as important and 30% calling it a decisive factor in their experience.
When it comes to discovering new films, trailers lead (86%), followed by online reviews (49%), social media and acquaintances (45%), and posters or ads (29%). Factors that discourage cinema attendance include an undesired genre (49%), high ticket prices (44%), lack of dubbing or subtitles (38%), and poor reviews (34%). Film length (17%) and lesser-known actors (6%) are generally not considered deal-breakers.
“Our research confirmed that Hungarian moviegoers are open to a wide range of genres beyond traditional crowd-pleasers, which is why we tailored the Etele Night Cinema program accordingly. Over one night, we will screen more than 60 films across 15 theaters, organized into different themes to ensure everyone finds something they enjoy during the movie marathon,” said Dóra Vámosi, asset manager.
Source: Budapest Business Journal
