The Calgary International Film Festival (CIFF) is entering its 9th year, and will once again be bringing the best and brightest in cinema to the Calgary public. One of the premier events on Calgary’s cultural calendar, the Film Festival attracts a sophisticated, dedicated and loyal audience of movie-goers.
Last year, CIFF presented a total of 195 screenings over 10 days. Attendance grew to 37,500, surpassing 2006 totals, and we expanded the publications in 2007 to include both a Sneak Preview Guide (200,000 copies were included in local newspapers and magazines) and a Souvenir Program (5000 in total were distributed at Starbucks, festival venues, and the CIFF Box Office).
Research shows festival attendees are an affluent and highly educated audience with a large disposable income.
Festival Demographics (2006 Profile)
Average age of attendees is 36 years
72% are single or married with no children
Highly educated — 88% have post-secondary education
Professionals — 74% work full-time
Technically adept (83% visited and purchased tickets on our website)
High disposable income — mean income of attendees was $76,675 (up from $62,000 in 2006 and $58,000 in 2002)
Connected to local media:
56% are radio listeners
73% are newspaper/publication readers
Consumers — Audience brand recognition of The Calgary Herald at 56%, followed
by Starbucks at 37%, CityTV at 33%, AGF at 31%, and Volkswagen at 30%
Event and arts minded (78% of respondents rated the Film Festival as good or excellent)
Loyal — 9 in 10 respondents indicated they would attend next year’s Film Festival
BONUS for Downtown businesses…
In 2005 CIFF-goers spent an incremental $600,000 on products and services in the Downtown core!
Contact
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