SOURCE: Yellow Pages Association

Yellow Pages Association

January 11, 2010 08:00 ET

It's Showtime for "Theaters" in January

Americans to Make More Than 96 Million Yellow Pages Searches Annually

BERKELEY HEIGHTS, NJ--(Marketwire - January 11, 2010) - Following a record-breaking holiday film weekend, many Americans will spend January catching up on the flicks they missed. According to the Yellow Pages Association (YPA), "Theaters" ranks 20th out of more than 4,000 headings and generates over 96 million references annually, with the highest frequency coming in January and November.(1)

"Forty-three percent of consumers are undecided when referencing the 'Theaters' heading, meaning they have not yet made up their mind on what movie or play to see," said Larry Small, director of research for the Yellow Pages Association (YPA). "Research also tells us that 88 percent of consumers referencing the heading follow up with a ticket purchase, and 22 percent of resulting sales come from customers new to the theater."

Fortunately for local theaters, consumers searching Yellow Pages contribute to the $9.79 billion theater industry(2) by spending an average of $71 at the point of purchase.(1)

The most common reasons for searching the heading are looking up what movies or plays are out (62 percent), followed by finding movie times (28 percent), and purchasing tickets (10 percent)(1) To help make these decisions, Americans nationwide will turn to the Yellow Pages for local "Theater" listings.

Families Drive "Theaters" References

Nearly all "Theaters" references (98 percent) are made for home or personal reasons, with over eight in ten (82 percent) being made inside the residence.(1)

Those most likely to reference the "Theaters" heading are 18- to 49-year-old females with a college degree and a household incomes between $60,000 and $100,000.(1)

For more information on Yellow Pages headings, visit: http://www.ypassociation.org/.

(1) Knowledge Networks/SRI, June 2009
(2) Motion Pictures Association of America Theatrical Statistics Report, 2008

About The Yellow Pages Association

The Yellow Pages Association (YPA) (http://www.ypassociation.org and http://www.insideyp.org) is the largest trade organization of a print and digital media industry valued at more than $31 billion worldwide ($14 billion in the U.S.). Association members include Yellow Pages publishers, certified marketing representatives (CMRs), and associate members (a group of industry stakeholders that include Yellow Pages advertisers, vendors, and suppliers).

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