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New research from parents and children has revealed the cinema as the number one family activity for children aged 5-14. Even as families across the UK have had to adjust to the new normal, the survey by Vue of 2,000 UK parents and children found that a trip to the big screen (69%) topped the charts ahead of visiting a park or playground (68%), taking on a theme park (56%) and going for a walk (48%).
Having been stuck at home for most of 2020, parents and children are keen to get back to the big screen, but it’s kids aged 5-14 who share the highest levels of enthusiasm as almost half (47%) hoped they would be going with their family soon – highlighting it as the perfect half-term experience.
Thankfully, as physical distancing and family safety top 2020 priority lists, the report by Vue also shows that more than half (58%) of parents feel safe taking their kids to the cinema under the current guidelines and improved safety measures such as enhanced online booking and physically distanced seating.
Of the parents, it’s Dads (63%) who are more likely to be on cinema duty this half term, with two in five (40%) declaring the cinema being a treat unlike other activities as the main reason for the visit It seems that with kids’ enthusiasm for visiting the big screen, combined with the challenging year on all parents, there is no better time to escape to the big screen and enjoy a well-deserved break getting lost in some great stories.
In a year marked by restrictions on our daily lives, the importance of escapism has never been stronger. It seems the cinema is a perfect place for the family to escape from one dramatic world into another, with over a quarter of parents (26%) picking the cinema as the place they feel most relaxed with their family. And whilst the top thing kids anticipate when going to the cinema is having treats like popcorn and fizzy drinks (64%), many simply look forward to relaxing and spending time with their family (35%).
Dr. Agata Lulkowska, Lecturer in Film Production and Vue ambassador, said: “With all the preventive measures in place, we mustn't abandon the activities which break the routine by providing an exciting opportunity to spend great family time, united in a common experience of enjoyment. Out-of-home entertainment is a great way to do this, while providing a much-needed sense of normality.
“A family cinema experience gives parents some much-needed down time, while children visit faraway lands, time-travel, or experience some magic, providing a healthy form of escapism as we wait for the better times.”
Top half term screenings at Vue:
- Hocus Pocus
- Two by Two: Overboard
- Hey Duggee at the Movies
- Away
- Cats and Dogs 3: Paws Unite
- The Elfkins: Baking A Difference
- Dennis & Gnasher: Unleashed! On the Big Screen
- Harry Potter and the Half Blood Prince
- Star Wars: The Empire Strikes Back
- Spider-Man: Into the Spider-verse
Methodology
The research for Vue Entertainment was carried out online by Opinion Matters across 2,006 respondents with 1,003 parents of children aged 5-14 and 1,003 children aged between 5-14 between 09.09.2020 – 14.09.2020. All research conducted adheres to the MRS Codes of Conduct (2010) in the UK and ICC/ESOMAR World Research Guidelines. Opinion Matters is registered with the Information Commissioner's Office and is fully compliant with the Data Protection Act (1998).