Cinema First, the cross-industry body charged with the promotion of UK cinemagoing, today released survey results that confirm the UK public’s burgeoning appetite for a return to cinemas.

A nationwide survey, conducted by MetrixLab and commissioned by the FDA, highlighted cinema as the most missed out-of-home entertainment activity. Detailing a healthy uptick in the intent to return to screens, 40% of audiences were planning a trip to the cinema within weeks of sites reopening and a further 36% within a couple of months.

The research reaffirmed the unique and ongoing appeal of the cinema experience. Large screens, immersive sound, special effects and the availability of new films were all cited as driving factors that cinemagoers are unable to replicate at home.

Findings also commended the effort invested in cinema’s reopening during 2020. 93% of cinemagoers recorded a positive experience and 99% were satisfied with the health and safety measures employed at their local cinemas.

With social distancing and safeguarding measures implemented in well-ventilated air-conditioned auditoriums, no recorded cases of COVID-19 were traced back to a UK cinema. Survey results found that cinemas have the highest levels of customer confidence out of all entertainment sectors.

A diverse slate of highly anticipated new releases awaits returning cinemagoers over the coming months, with something to delight and excite every audience taste.

Iain Jacob, Cinema First Chair commented:

“After a long period of lockdown, it’s great to see that such a large proportion of the public can’t wait to come back to the cinema. Our research has confirmed what we had hoped: after being at home on lockdown since December we are all keen to escape to the cinema to experience the magic that only comes from watching a film on the big screen. Cinemas across the UK are thrilled to be opening their doors again and safely welcoming back film fans and resuming the thriving culture of cinemagoing.”

The full press release is available here.