Digital media is changing the behavior of all moviegoers, but it's doing so very differently for varying age groups.
That's what a group of around 100 online and studio marketing executives, as well as journalists, learned this afternoon yesterday at a presentation of data from a study of 3,582 moviegoers, about 43% surveyed in person at theaters and the rest online or on the phone. The study was done by Stradella Road, a marketing consulting company started by former New Line executive Gordon Paddison, whose current clients include Peter Jackson and 3-D projection company RealD.
The research was sponsored by several of the biggest online media companies including AOL, Google, Microsoft and Yahoo, so nobody was expecting to be told that this whole Internet thing is just a fad that Hollywood marketers shouldn't worry about.
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