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Purpose
This study looks to explore Generation Z's interactions with the film industry, specifically the current market saturation of films categorized as sequels, adaptations, and remakes.
Research is being completed to understand how members of Generation Z go through the process of deciding what films to watch, how they are feeling about the selection of films available to them, and how they are responding to them.
The data collected from this survey can be applied by professionals in the industry when green-lighting new projects and marketing new films.
Image Source: Inside the Magic (2023)
Method
The instrument used to conduct this research is a digital questionnaire survey created and distributed via Qualtrics. A survey allows the researcher(s) to quickly collect data from a large number of participants in an organized fashion. Surveys allow for a high volume of responses and the data from those responses to be easily coded. For a quantitative research study, such as this one, survey is the perfect fit.
This survey allowed for the researcher to gain insight into how members of Generation Z are feeling about the current state of the film industry overall as well as their perception of the market's current saturation of sequels, remakes, and adaptations. The questions included in the survey tested multiple variables and provided critical market research for industry professionals looking to better cater to a Gen Z audience.
Procedure
A variety of methods were utilized in order to collect 106 participant responses to the survey. Of those 106, 85 were deemed usable by the researcher. The survey for this research, created using Qualtrics, was distributed through email. social media channels (such as Instagram and LinkedIn), and word-of-mouth spread.
These methods were beneficial in allowing the researcher to reach a large amount of people. When it was distributed, the survey was accompanied by a short message describing the goals and parameters of the research.
Participants
In order to advance past the preliminary demographic questions of this survey, participants were required to be within the age range of 18-27 (members of Generation Z).
Participants were not required to have a certain level of familiarity with or expertise of the film industry. It was encouraged for anyone with any level of interest in the topic of film to take the survey as responses from a vast variety of participants strengthened the data.
During the research period, a total of 85 viable responses were collected. Among these respondents, 70.6% (n=60) identified as female and 29.4% (n=25) as male (Figure 1).
Figure 2: The race and ethnicity of respondents from this sample consisted of 90.6% White (n=77), 3.5% Asian (n=3), 3.5% Hispanic or Latino (n=3), and 2.4% identified as Other (n=2).
Responses to this survey were only deemed viable if the respondent was within the desired age range (18-27). 4.71% (n=5) of respondents from the original pool of 106 were removed for falling outside of this range.
Within the desired range, 11.8% of respondents were age 18-20 (n=10), 68.2% were age 21-23 (n=58), and 20% were age 24-27 (n=17) (Figure 3).
Instrument
Qualtrics survey software was utilized to create and disseminate the survey. The questions within the survey were written and compiled in order to answer the researcher's research questions. The initial informed consent agreement was followed by four preliminary demographic questions, two of which removed participants from the survey if they did not fit the correct parameters. These questions were followed by the film habit section of the survey, designed to support the research questions.
Click here to view the research and survey questions.
Image Source: Qualtrics
Analysis of Research Questions
The first research question aimed to understand which factors and characteristics (IV) influence (DV) members of Gen Z to watch a film and which factors (IV) influence (DV) them to watch a sequel, adaptation, or remake. It is important to the research to establish what these factors are. The results to this research question will provide data for industry professionals to base their filmmaking decisions on in the future.
Image Source: Academy of Animated Art (2024)
Research question two and it's two subquestions considers how members of Generation Z feel (DV) about the current film market and its saturation of sequels, remakes, and adaptions (IV). The questions that support these questions aim to gauge participant awareness of the current market's saturation level of sequel films as well as understand the elements of these films that contribute to audience like or dislike. Similar to data collected to support research question one, data from these questions is also important to gain knowledge of audience perceptions to inform future filmmaking decisions.
The third and final research question aims to gain an understanding of which methods (IV) members of Gen Z are using to share their opinions on films they watch (DV). Exploring the data from the section of the survey that supports this question will provide industry professionals with information on where to look for audience feedback on their films.
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