New Audience Research Offers Valuable Insights for Film in Hospital

How do audiences choose films? What creates lasting engagement? And what makes a cinema experience meaningful?

These questions are explored in Understanding Today’s Audience – Key Insights from 600 Cinema Goers, a new study by Publikum, Will & Agency and The Audience Agency, based on interviews with more than 600 cinema-goers.

The research identifies several trends that are particularly relevant for initiatives working to develop audiences for European film.

Audiences value curation

One of the study’s strongest messages is that audiences appreciate carefully curated programmes. Rather than simply having access to a large number of films, they value thoughtful selection, clear recommendations and confidence that a programme has been designed with them in mind.

This principle has always been central to Film in Hospital, where each film is selected not only for its artistic quality and age appropriateness, but also for its potential to encourage participation, dialogue and emotional engagement.

Cinema is a shared experience

The study also highlights that audiences increasingly value cinema as a social and shared experience rather than simply a place to watch a film.

Although the research was conducted with audiences aged 18 and above, this finding closely reflects the results of Film in Hospital’s own international research, carried out by Università Cattolica del Sacro Cuore (Milan), which demonstrated that children participating in shared screenings and facilitated discussions showed higher levels of engagement and enjoyment.

Authentic stories matter

Another important finding is the growing appreciation for authentic storytelling, cultural diversity and films that offer perspectives beyond mainstream commercial productions.

These are also key principles behind the Film in Hospital catalogue, which introduces children and young people to carefully selected European films representing different cultures, languages and lived experiences.

Beyond access

Perhaps the most important conclusion of the study is that audience development is not only about access to films. Context, mediation and the overall viewing experience are equally important.

For Film in Hospital, this has always been the project’s starting point. Access to European cinema is combined with educational resources, moderated discussions and creative activities, ensuring that film becomes a meaningful cultural experience for children during hospitalisation rather than simply entertainment.