More than 60 per cent of Australian adults went to the movies last year, and those who saw a romance, drama, thriller, comedy or action/adventure film were more likely to have had a drink recently.
“Going to the movies continues to be a favourite evening out and social occasion for a large number of Australians,” said Roy Morgan’s Media and Communications General Manager, George Persutto. He suggested that the cinema is a good environment for both mass and niche alcohol markets.
According to the research, people who saw romance movies favour spirits over beer and are twice as likely as the general population to drink cider. Romantics drink as much red wine as the rest of the Australian population, but are 35 per cent more likely to drink white wine.
But new research from Neilsen suggests they might not be favouring New Zealand wine anymore – wine drinkers are turning more to Spanish and Italian white wines.
People who saw dramas at the movies are the most fond of wine. They’re more likely than any other group to drink any type of wine.
Beer drinkers seem to favour thrillers, and are 50 per cent more likely than the average Australian to drink premium or imported beer, while those looking for laughs at the movies favour cider.
Fans of action and adventure movies are the least likely of cinema-goers to drink, but they still drink more than the national average.
