Best Ager im Kino: Studie über das Kinoverhalten der Generation 50 plus
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In den 1990er Jahren erlebte das Kino eine explosionsartige Steigerung der Ticketverkäufe. Binnen kurzer Zeit wurden Kino-Komplexe gebaut und mit jeder gro en Neuerung erlebte das Kino einen Aufschwung. Besonders männliche Jugendliche waren seit Jahren die Kernzielgruppe des Kinos und trugen zum Aufschwung der Branche und dem Erfolg der Multiplex-Kinos bei. Die letzten Jahre entwickelten sich für die Kinobranche zu einem Tief und es werden Stimmen laut, dass umgedacht werden müsse. Die ehemalige Kernzielgruppe geht heute nicht mehr so häufig ins Kino. Bei Recherchen und Gesprächen mit Personen der Kinobranche zeigt sich, dass es zwei Zielgruppen gibt, die für die Zukunft des Kinos besonders wichtig sind. Zum einen sind dies männliche Jugendliche und zum anderen die Generation 50 plus. Durch einen Besucheranstieg von Personen, die über 50 Jahre alt sind, ist diese Zielgruppe für die Branche sehr interessant geworden. Man erkennt erst jetzt ihr Potenzial, doch es fehlen genügend Informationen über sie. Es stellt sich die Frage, ob sie sich in den Multiplex-Kinos wohl fühlt und ob die futuristische Form des Kinos noch zeitgemä ist, wenn diese Zielgruppe einmal die grö te Kundengruppe darstellt. Eine Internet-Befragung soll das Interesse der Generation 50 plus am Kino eruieren und aufzeigen, wie ein Kino auf lokaler Basis dazu beitragen kann, das Kinoerlebnis an den Wünschen der "erfahrenen" Kinobesucher auszurichten. Diese Studie hilft, die Vorlieben und Interessen sowie mögliche Ansätze zu erkennen, um die zukünftig wichtigste Zielgruppe des Kinos verstärkt anzusprechen: die wachsende Zielgruppe 50 plus.
Michael Kaschura, Studium der Betriebswirtschaftslehre an der Hochschule Darmstadt; Schwerpunkte: Marketing und Rechnungswesen/Finanzierung/Controlling; Aktuell tätig im Bereich lokales Kinomarketing.
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