Analyzing repeat consumption of identical cultural goods: some exploratory evidence from moviegoing

This study offers a preliminary exploration of repeat consumption of identical cultural goods, specifically moviegoing. The term ‘identical’ in this study refers to cases where, for example, individuals view the same film at a movie theater, in a short time interval, on more than one occasion i.e. experiencing the cultural good in precisely the same format. It is not meant to embrace the case of individuals who, for example, view a particular film at a movie theater and then see it some time later in another format, such as via a DVD player. The repeat viewing phenomenon is discussed and then considered empirically. Films aimed predominantly at children attract the highest number of repeat views, while those aimed at an older audience attract significantly fewer repeat views. The profile of repeat viewers of the 10 films which attracted the greatest number of repeat viewers was subject to more detailed scrutiny. In general, repeat viewers tend to be younger but the gender balance differs markedly according to film content. An earlier version of this article was presented at the 3rd European Workshop on Applied Cultural Economics, University of Oviedo in Aviles, Spain 14–16 June 2007 and the 9th International Conference on Arts and Cultural Management (AIMAC), Fundación Universidad Empresa (ADEIT), Valencia, Spain 8–11 July 2007. We are grateful for comments received and the usual caveat applies.