Wednesday 3 December 2014
It’s official – Locals love to watch a good flick and want a cinema for Kempsey
An independent telephone survey of 400 Kempsey and South West Rocks residents has confirmed widespread support for a 4-screen commercially operated cinema complex for Kempsey.
Commissioned by Kempsey Shire Council and conducted by Coffs Harbour based Jetty Research company, the survey was conducted over a two-week period in November, 2014.
“Council was aware of the community’s overwhelming response to the Kempsey Cinema Facebook page, but we were keen to generate some quantitative data through a professional piece of research that would give us a true picture of our community’s appetite for a cinema,” said Council’s Manager, Economic Sustainability, Susannah Smith.
“The results of the research have also been useful for Council’s $2 million application to the National Stronger Regions Fund, as the data helps demonstrate the community’s support for Council committing $2 million to the project to help make it happen. The data also shows many in our community would be willing to make a donation in return for a reward from the cinema company as part of a Crowdfunding campaign, which forms part of our funding strategy.”
The results of the Survey reveal that over 80 per cent of the local community believe it is important for Kempsey to have a commercially operated cinema, while 84 per cent support Council’s efforts to attract a cinema and 52 per cent say they are prepared to make a personal donation to support the funding effort.
A representative sample size of 300-400 is considered to be statistically valid for a population of just under 30,000 people. The survey comprised a 6-minute interview with 406 randomly selected adult residents living within the 2440 and 2431 postcode areas.
Major conclusions from the survey are summarised below:
1. 50 per cent of those surveyed felt it was “very important” for Kempsey to have a commercially-operated cinema, with a further 31 per cent seeing it as “quite important”. Conversely, just 17 per cent felt it was not important.
2. Of those not currently attending the cinema regularly, the main reason for non-visitation was the inconvenience caused by not having a cinema in Kempsey (with 67 per cent agreeing this was a factor). Conversely, only 23 per cent said it was because they couldn’t afford to go more often, and just 12 per cent (or 10 per cent of the overall sample) said they didn’t like going to the movies.
3. 35 per cent of respondents said they had been to the cinema in the past six months, and 50 per cent claimed to visit a cinema regularly (monthly or more) or occasionally (a few times a year). Of cinema-goers, 61 per cent typically used the Port Macquarie facility, 31 per cent the South West Rocks cinema, and 29 per cent the Nambucca theatre.
4. 17 per cent of respondents said that if such a cinema existed, they would be likely to visit every week or two. A further 36 per cent believed they would use the cinema once a month on average.
5. When seeing movies, 68 per cent of cinema-goers also had a meal. One-third shopped for clothes etc, and 15 per cent also did their grocery shopping.
6. In a similar vein, 68 per cent strongly supported Council’s efforts to attract a commercially-operated cinema to Kempsey. Total support for Council’s efforts was 84 per cent.
7. 52 per cent said they would be prepared to make a personal donation to support Council’s efforts to fund a local cinema. Among existing cinema-goers, this figure was 61 per cent.
MEDIA INFORMATION Kempsey Shire Council Media Unit
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