Film Industry Survey 2014-StephenFollows

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Film Industry

Survey 2014
A survey of 1,235 film industry professionals, who have attended at least one of
the three m ajor film m arkets (Cannes, Berlin or AFM ) within the past five years.

By

Stephen Follows
www.stephenfollows.com

Contents
Introduction 1
1. Has piracy affected business? 2
2. Do film professionals illegally download films? 4
3. Is film a sensible business investment? 7
4. Do women have a harder time than men? 9
5. Is 3D better than 2D? 11
6. What are the average distribution fees? 13
7. How do professionals pick their next project? 15
8. How optimistic is the industry about the future? 18
9. When will VoD pay like DVD? 20
10. Where does film financing come from? 22
About the survey 23
Introduction
Thank you for reading the full results of my 2014 Film Industry Survey
On my blog I explore data and statistics within the film industry. This started as sharing existing public
statistics but quickly grew to include the gathering of new data.

The film industry is heavily influenced by shifting opinions, so I thought it would be fascinating to take its
temperature on a number of hot topics including piracy, the appeal of 3D, gender, and how optimistic
industry professionals are for 2014.

I contacted a cross-section of industry professionals and asked them questions on a variety of topics. My
full methodology is outlined at the end of this report.

As with all my research, my aim is not to prove a particular point but to see what interesting results the
data provides.

Some of these results confirm the conventional wisdom while others challenge it. I am looking forward
to seeing how film professionals, pressure groups and journalists respond to these results.

If you would like to know more, offer help/advice on future research or to just drop me a line, I can be
reached at www.stephenfollows.com/contact.

It’s always nice to hear from people who enjoy or use my research. I am also open to new collaborations
and commercial projects.

Enjoy the results,


Stephen  Follows  
March 2014

About The Author – Stephen Follows


Stephen is a writer and producer who runs the production company Catsnake Film
from Ealing Studios. He has produced two feature films and over 100 short films,
and his writing has won Virgin Media Shorts, was nominated for a British
Independent Film Award and long-listed for a BAFTA.

In addition, Stephen also teaches producing at film schools (NFTS, The Met Film
School, Nashville Film Institute), weekend courses (Practical Producer, 7 Step
Producer, Guerrilla Filmmakers Masterclass) and bespoke events (BFI, British
Council, London Screenwriters Festival).

He blogs about film data every Monday at www.stephenfollows.com

More details and other film surveys at stephenfollows.com/blog 1


1. Has piracy affected business?
Key Findings
• 53% said that piracy had either no effect or a positive effect on their business.
• The largest effect of piracy is within Sales & Distribution, where 67% said it had hurt their business
in some way.
• One in five people working within Sales & Distribution feel that piracy has threatened their
profession.
• Nearly two thirds of those working on budgets under $1 million do not feel piracy has negatively
affected their business.

Headline Result

1.1 How has film piracy affected your business?

3% 9%

Massively, it has seriously threatened


my profession.
A lot, it has reduced my business'
income
Not affected, my business is
50% 37% unaffected by piracy
Its a good thing, piracy has helped my
business

Chart 1.1 shows the results to the question “How has film piracy affected your business?” for all 1,235 respondents of the 2014
Film Industry Survey by Stephen Follows.

More details and other film surveys at stephenfollows.com/blog 2


Breakdown by Sector

1.2 How has film piracy affected your business?


70%

59%
60% 56%
53% 53%
50% 49%
50%
40% 41%40%
40% 37%
33%
30% 30% 29%
30%

18%
20%
13%
9% 9% 8%
10% 7% 6% 6% 6% 6%
3% 3% 4%
1%
0%
Development Production Post-production Sales & Exhibition Marketing Other
Distribution

Massively, it has seriously threatened my profession. A lot, it has reduced my business' income
Not affected, my business is unaffected by piracy Its a good thing, piracy has helped my business

Chart 1.2 shows the results to the question “How has film piracy affected your business?” for all 1,235 respondents of the 2014
Film Industry Survey by Stephen Follows, split by their principle sector(s) of business.

Breakdown by Budget Level

1.3: How has film piracy affected your business?


70%
58%
60%
49%
50% 46%
43%
40%
40%
30%
30%

20%
8% 8% 9%
10% 4% 3% 2%
0%
Low Budget (under $1m) Mid Budget ($1m-$10m) High budget (over $10m)

Massively, it has seriously threatened my profession. A lot, it has reduced my business' income
Not affected, my business is unaffected by piracy Its a good thing, piracy has helped my business

Chart 1.3 shows the results to the question “How has film piracy affected your business?” for all 1,235 respondents of the 2014
Film Industry Survey by Stephen Follows, split by the budget level in which the majority of their past projects lie.

More details and other film surveys at stephenfollows.com/blog 3


2. Do film professionals illegally download films?
Key Findings
• Of those who said piracy had hurt their business, 34% admitted to downloading an illegal film or
TV show themselves.
• Those whose businesses have been negatively affected by piracy are only marginally less likely to
illegally download films than those who feel piracy has been a positive or neutral influence on
their business.
• Professionals working on lower budgets are much more likely to have downloaded an illegal film
or TV show than those working on higher budgets.
• Only 2% of people working on films over $10 million admitted to illegally downloading a film or
TV show, compared with 65% of those working on films under $1 million.
• No one who worked in Exhibition admitted to illegally downloading a film or TV show.

Headline Result

2.1 Respondents who have illegally downloaded a TV show or


feature film

39%
Yes, has illegally downloaded a TV
show or feature film
No, has not illegally downloaded a TV
show or feature film
61%

Chart 2.1 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed with the
statement “I have illegally downloaded a TV show or feature film”. The subset showed this question amounted to 276 people. Full
methodology can be found at the end of this report.

More details and other film surveys at stephenfollows.com/blog 4


Breakdown by Sector

2.2 Respondents who have illegally downloaded a TV show or


feature film
100%
90%
80% 45%
70% 54% 58% 57%
67% 69%
60%
50% 100%
40%
30% 55%
20% 46% 42% 43%
33% 31%
10%
0% 0%
Development Production Post- Sales & Exhibition Marketing Other
production Distribution

No, has not illegally downloaded a TV show or feature film


Yes, has illegally downloaded a TV show or feature film

Chart 2.2 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed with the
statement “I have illegally downloaded a TV show or feature film”. The subset showed this question amounted to 276 people. Full
methodology can be found at the end of this report.

Breakdown by Budget Level

2.3 Respondents who have illegally downloaded a TV show or


feature film
100%
90%
80% 35%
70%
60%
88% No, has not illegally downloaded a TV
50% 98%
show or feature film
40%
65% Yes, has illegally downloaded a TV
30%
show or feature film
20%
10%
12%
0% 2%
Low Budget (under Mid Budget ($1m- High budget (over
$1m) $10m) $10m)

Chart 2.3 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed with the
statement “I have illegally downloaded a TV show or feature film”. The subset showed this question amounted to 276 people. Full
methodology can be found at the end of this report.

More details and other film surveys at stephenfollows.com/blog 5


Cross Referenced With Those Whose Businesses Are Affected By Piracy
I asked respondents two types of questions on the topic of piracy…

1. I openly asked if piracy had affected their business (see Section 1 of this document for full results)

2. I secretly measured how many admitted to illegally downloading a TV show or feature film. Full
methodology for this process can be found at the end of this document.

It therefore occurred to me that I could cross-reference the answers to these questions, allowing me to
measure if the people negatively affected by piracy are any more or less likely to illegally download
content.

The results show that respondents who were negatively affected by piracy were less likely to illegally
download content, but by a very small margin.

Overall 39% of all my surveyed respondents admitted to illegally downloading content and when I
looked only at people who have experienced negative effects of piracy it drops by 5% to 34%.

2.4 Have the respondents whose business has been negatively


affected by piracy illegally downloaded a TV show or feature film
100%
90%
80% 45% 42%
70% 56%
63% 68% 72%
60%
50% 100%
40%
30% 55% 58%
20% 44%
37% 32% 28%
10%
0% 0%

No, has not illegally downloaded a TV show or feature film


Yes, has illegally downloaded a TV show or feature film

Chart 2.4 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows stated that
piracy had negatively affected their business and who agreed with the statement “I have illegally downloaded a TV show or
feature film”. Full methodology can be found at the end of this report.

More details and other film surveys at stephenfollows.com/blog 6


3. Is film a sensible business investment?
Key Findings
• Over half of the industry feel that investing in film is a “sensible business investment”
• There is more confidence in the soundness of film investment on lower budgets than on higher
budgets.
• The two sectors which had the least confidence in film as a business investment were
Development and Sales & Distribution.
• The sector with the highest confidence in film investment is Marketing.

Headline Result

3.1 Do you agree with the statement "Investing in films in 2014 is


a sensible business investment"?

46%
Agree
Disagree
54%

Chart 4.1 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed or
disagreed with the statement “Investing in film s in 2014 is a sensible business investm ent”. The subset showed this question
am ounted to 228 people. Full m ethodology can be found at the end of this report.

More details and other film surveys at stephenfollows.com/blog 7


Breakdown by Sector

3.2 Do you agree with the statement "Investing in films in 2014 is


a sensible business investment"?
100%
90%
32% 29% 34%
80% 46% 42%
53% 54%
70%
60%
50%
40%
68% 71% 66% Disagree
30% 54% 58%
47% 46%
20% Agree
10%
0%

Chart 3.2 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed or
disagreed with the statem ent “Investing in film s in 2014 is a sensible business investm ent”. The subset showed this question
am ounted to 228 people. Full m ethodology can be found at the end of this report.

Breakdown by Budget Level

3.3 Do you agree with the statement "Investing in films in 2014 is


a sensible business investment"?
100%
90%
80% 40%
52%
70% 66%
60%
50% Disagree
40% Agree
30% 60%
48%
20% 34%
10%
0%
Low Budget (under $1m) Mid Budget ($1m-$10m) High budget (over $10m)

Chart 3.3 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed or
disagreed with the statem ent “Investing in film s in 2014 is a sensible business investment”. The subset showed this question
am ounted to 228 people. Full m ethodology can be found at the end of this report.

More details and other film surveys at stephenfollows.com/blog 8


4. Do women have a harder time than men?
Key Findings
• There is a divide in opinions over whether women have a harder time in their careers than men.
68% of professionals working predominantly on low budgets felt that women had it harder,
compared with just 37% of those on budgets over $10 million.
• Only a quarter of those in Exhibition feel women have a harder time than men.
• The sectors which were most pessimistic about gender equality were Development and Other
(which includes those working in training, finance, festivals, legal, among others).

Headline Result

4.1 Do you agree with the statement "It's harder for women to
succeed in the film industry than men"?

37%

Agree
Disagree

63%

Chart 4.1 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed or
disagreed with the statem ent “It's harder for wom en to succeed in the film industry than m en”. The subset showed this question
am ounted to 244 people. Full m ethodology can be found at the end of this report.

More details and other film surveys at stephenfollows.com/blog 9


Breakdown by Sector

4.2 Do you agree with the statement "It's harder for women to
succeed in the film industry than men"?
100%
90% 18%
29% 33% 33%
80% 39%
70% 59% 67%
60%
50%
40% 82%
71% 67% 67%
30% 61% Disagree
20% 41% 33% Agree
10%
0%

Chart 4.2 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed or
disagreed with the statem ent “It's harder for wom en to succeed in the film industry than m en”. The subset showed this question
am ounted to 244 people. Full m ethodology can be found at the end of this report.

Breakdown by Budget Level

4.3 Do you agree with the statement "It's harder for women to
succeed in the film industry than men"?
100%
90%
32% 38%
80%
70% 63%
60%
50% Disagree
40% Agree
68% 62%
30%
20% 37%
10%
0%
Low Budget (under $1m) Mid Budget ($1m-$10m) High budget (over $10m)

Chart 4.3 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed or
disagreed with the statem ent “It's harder for wom en to succeed in the film industry than m en”. The subset showed this question
am ounted to 244 people. Full m ethodology can be found at the end of this report.

More details and other film surveys at stephenfollows.com/blog 10


5. Is 3D better than 2D?
Key Findings
• 5% of the industry think that a film being in 3D makes it more enjoyable than 2D
• 1% of people working on films over $1 million believe that a movie is more enjoyable in 3D
compared to 2D
• The sector that enjoys 3D the most is Marketing.

Headline Result

5.1 Do you agree with the statement "A movie is more enjoyable
in 3D than in 2D"?

5%

Agree
Disagree

95%

Chart 5.1 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed or
disagreed with the statem ent “A movie is more enjoyable in 3D than in 2D”. The subset showed this question amounted to 234
people. Full m ethodology can be found at the end of this report.

More details and other film surveys at stephenfollows.com/blog 11


Breakdown By Sector

5.2 Do you agree with the statement "A movie is more enjoyable
in 3D than in 2D"?
100%
90%
80%
70%
60% 79% 76%
50% 100% 97% 100% 97% 95%
40%
30% Disagree
20% Agree
10% 21% 24%
0% 0% 3% 0% 3% 5%

Chart 5.2 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Stephen Follows agreed or
disagreed with the statem ent “A movie is more enjoyable in 3D than in 2D”. The subset showed this question amounted to 234
people. Full m ethodology can be found at the end of this report.

Breakdown by Budget Level

5.3 Do you agree with the statement "A movie is more enjoyable
in 3D than in 2D"?
100%
90%
80%
70%
60%
87%
50% 99% 99% Disagree
40% Agree
30%
20%
10%
13%
0% 1% 1%
Low Budget (under $1m) Mid Budget ($1m-$10m) High budget (over $10m)

Chart 5.3 shows what percentage of a subset of respondents of the 2014 Film Industry Survey by Steph en Follows agreed or
disagreed with the statem ent “A movie is more enjoyable in 3D than in 2D”. The subset showed this question amounted to 234
people. Full m ethodology can be found at the end of this report.

More details and other film surveys at stephenfollows.com/blog 12


6. What are the average distribution fees?
Key Findings
• The average commission charged by a Sales Agent is 19%
• The average commission charged by an International Distributor is 27%
• The average commission charged by a US Distributor is 30%
• The average commission charged by a Cinema / Movie Theatre is 44%
• According to those working in Sales & Distribution, the cinema share is 49%
• There is a clear trend of each sector reporting that their fees were lower than the rest of the
industry thinks. For example, those in Exhibition report that cinemas take a 43% fee, whereas
those in Sales & Distribution put the cinema share at 49%. This is quite telling as they are selling
to each other so one would expect their guesses would align.
• As well as providing low estimates of their own fees, both sectors reported high estimates for the
other. For example, Exhibitors feel that the average fee charged by a US distributor is 36%,
whereas those working in Sales & Distribution put that figure at 28%.

Headline Result

6.1 What is the average commission (%) that the following


parties keep from revenue?
50%
44%
45%

40%

35%
30%
30% 27%

25%
19%
20%

15%

10%

5%

0%
Sales Agent US Distributor International Distributor Cinema / Movie theater

Chart 6.1 shows the average figure to the question “W hat is the average commission (% ) that the following parties keep from
revenue?” for all 1,235 respondents of the 2014 Film Industry Survey by Stephen Follows.

More details and other film surveys at stephenfollows.com/blog 13


Breakdown by Sector

6.2 What is the average commission (%) that the following


parties keep from revenue?
0% 10% 20% 30% 40% 50% 60%

19%
30%
Development
27%
44%

19%
30%
Production
27%
43%

19%
31%
Post-production
27%
42%

18%
30%
Sales & Distribution
28%
49%

22%
36%
Exhibition
30%
43%

17%
28%
Marketing
25%
42%

18%
29%
Other
27%
41%

Sales Agent US Distributor International Distributor Cinema / Movie theater

Chart 6.2 shows the average figure to the question “W hat is the average com m ission (% ) that the following parties keep from
revenue?” for all 1,235 respondents of the 2014 Film Industry Survey by Stephen Follows, split by their principle sector(s) of
business.

More details and other film surveys at stephenfollows.com/blog 14


7. How do professionals pick their next project?
Key Findings
• The quality of the script and the concept are the most important factors when deciding which
projects to work on.
• The strength of the cast matters less than the script, the concept, the talent of the director and
the reputation of the producer.
• The two least important factors were both based around data; namely performance of similar
films and trends within the industry.

Scale Used
Respondents were asked to rate each factor on a scale of 1 to 5, which was described as such…

1. I don't care
2. Not very important
3. Mildly important
4. Very important
5. Incredibly important

Headline Result

7.1 How important are the following elements in deciding which


projects you work on?
5.0
4.4 4.4
4.5 4.2
4.0 3.7
3.4 3.3
3.5
3.0 2.9
3.0
2.5
2.0
1.5
1.0
0.5
0.0
Concept / Idea The quality of How popular Talent of the Reputation of Budget level Performance Trends within
the script the cast are director producer data of similar the industry
films

Chart 7.1 shows the results to the question “How im portant are the following elem ents in deciding which projects you work on ?”
for all 1,235 respondents of the 2014 Film Industry Survey by Stephen Follows.

More details and other film surveys at stephenfollows.com/blog 15


Breakdown by Sector

7.2 How important are the following elements in deciding which


projects you work on?
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

4.6
4.6
4.5
Concept / Idea 4.3
4.5
4.4
3.9
4.6
4.6
4.4
The quality of the script 4.3
4.5
4.4
4.0
3.4
3.4
3.3
How popular the cast are 3.7
3.1
3.5
3.1
4.4
4.3
4.3
Talent of the director 4.2
4.3
4.1
3.9
3.9
3.8
3.8
Reputation of producer 3.5
3.2
3.7
3.7
3.4
3.4
3.3
Budget level 3.2
2.9
3.3
3.1
3.1
3.0
2.9
Performance data of similar films 3.4
2.8
3.2
2.8
2.9
2.9
2.8
Trends within the industry 3.3
2.8
3.2
2.8

Development Production Post-production Sales & Distribution Exhibition Marketing Other

Chart 7.2 shows the results to the question “How im portant are the following elem ents in deciding which projects you work on ?”
for all 1,235 respondents of the 2014 Film Industry Survey by Stephen Follows, split by their principle sector(s) of business.

More details and other film surveys at stephenfollows.com/blog 16


Breakdown by Budget Level

7.3 How important are the following elements in deciding which


projects you work on?
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

4.5
Concept / Idea 4.4
4.4

4.4
The quality of the script 4.6
4.6

3.1
How popular the cast are 3.6
3.6

4.2
Talent of the director 4.3
4.3

3.7
Reputation of producer 3.9
3.9

3.3
Budget level 3.4
3.5

2.9
Performance data of similar films 3.2
3.2

2.8
Trends within the industry 3.1
3.1

Low Budget (under $1m) Mid Budget ($1m-$10m) High budget (over $10m)

Chart 7.3 shows the results to the question “How im portant are the following elem ents in deciding which projects you work on ?”
for all 1,235 respondents of the 2014 Film Industry Survey by Stephen Follows, split by the budget level in which the m ajority of
their past projects lie.

More details and other film surveys at stephenfollows.com/blog 17


8. How optimistic is the industry about the future?
Key Findings
• 65% of the respondents think that business will be better in 2014 than it was in 2013.
• Only 9% feel that 2014 will be worse than 2013.
• The most optimistic sectors are Development and Post-Production.
• The most pessimistic sectors are Sales & Distribution and Exhibition.
• There was almost no difference in the level of optimism across budget ranges

Headline Result

8.1 How does the future look for your business?

9%

26% 2014 will be better than 2013


2014 will be the same as 2013
2014 will be worse than 2013
65%

Chart 8.1 shows the results to the question “How does the future look for your business?” for all 1,235 respondents of the 2014
Film Industry Survey by Stephen Follows.

More details and other film surveys at stephenfollows.com/blog 18


Breakdown by Sector

8.2 How does the future look for your business?


80% 74% 73%
70% 68%
70%
60% 60%
58%
60%

50%

40%
29% 31% 30%
30%
23% 22% 22%
20%
20%
13%
9% 10% 10%
10% 6% 7%
5%

0%
Development Production Post-production Sales & Exhibition Marketing Other
Distribution

2014 will be better than 2013 2014 will be the same as 2013 2014 will be worse than 2013

Chart 8.2 shows the results to the question “How does the future look for your business?” for all 1,235 respondents of the 2014
Film Industry Survey by Stephen Follows, split by their principle sector(s) of business.

Breakdown by Budget Level

8.3 How does the future look for your business?


80%
68% 70%
70% 66%

60%
50%
40%
30% 25% 23% 21%
20%
9% 9% 10%
10%
0%
Low Budget (under $1m) Mid Budget ($1m-$10m) High budget (over $10m)

2014 will be better than 2013 2014 will be the same as 2013 2014 will be worse than 2013

Chart 8.3 shows the results to the question “How does the future look for your business?” for all 1,235 respondents of the 2014
Film Industry Survey by Stephen Follows, split by the budget level in which the majority of their past projects lie.

More details and other film surveys at stephenfollows.com/blog 19


9. When will VoD pay like DVD?
Key Findings
• 61% of respondents thought that within 4 years the income from new revenue sources, such as
iTunes and Video on Demand will match the revenue earned by DVD at its peak.
• Those who work in Sales, Distribution and Exhibition are the most pessimistic about the income
from new sources.
• 48% of those who work in Sales & Distribution feel it will take more than 4 years to reach the
revenue levels of DVD at its peak, if ever.

Headline Result

9.1 Do you think that new revenue streams (such as iTunes, Video on Demand, etc)
will match the level of revenue DVD used to generate at its peak?

7%

19%

22%

20%

20%

12%

Yes, in the next 12 months Yes, within the next 2 years


Yes, within the next 3 years Yes, within the next 4 years
Yes, but it will take more than 4 years No, we will never reach the same income levels of DVD

Chart 9.1 shows the results to the question “Do you think that new revenue stream s (such as iTunes, Video on Dem and, etc) will
match the level of revenue DVD used to generate at its peak?” for all 1,235 respondents of the 2014 Film Industry Survey by
Stephen Follows.

More details and other film surveys at stephenfollows.com/blog 20


Breakdown by Sector

9.2 Do you think that new revenue streams (such as iTunes, Video on Demand,
etc) will match the level of revenue DVD used to generate at its peak?
0% 5% 10% 15% 20% 25% 30% 35%

7%
22%
22%
Development
12%
19%
18%

7%
22%
21%
Production
12%
21%
17%

6%
25%
21%
Post-production
15%
19%
13%

7%
19%
13%
Sales & Distribution
14%
20%
28%

10%
21%
19%
Exhibition
6%
19%
24%

14%
23%
18%
Marketing
12%
20%
13%

8%
29%
18%
Other
14%
13%
18%

Yes, in the next 12 months Yes, within the next 2 years


Yes, within the next 3 years Yes, within the next 4 years
Yes, but it will take more than 4 years No, we will never reach the same income levels of DVD

Chart 9.2 shows the results to the question “Do you think that new revenue streams (such as iTunes, Video on Demand, etc) will
match the level of revenue DVD used to generate at its peak?” for all 1,235 respondents of the 2014 Film Industry Survey by
Stephen Follows, split by their principle sector(s) of business.

More details and other film surveys at stephenfollows.com/blog 21


10. Where does film financing come from?
Key Findings
• 27% of film financing came from private finance / high net worth individuals
• Government grants and tax incentives combined account for 21% of film funding

Headline Result

10.1 On average, for the films you have worked on in the past two years,
where did the financing come from?

2%
6%

6%
27%

10%

13%

20%

15%

Private finance (high net worth individuals) Pre-sales (all media)


Soft money (tax incentives) Pre-sales (TV)
Crowd-funding (kickstarter etc) Hollywood studio
Government grants Other

Chart 10.1 shows the results to the question “On average, for the films you have worked on in the past two years, where did the
financing come from?” for all 1,235 respondents of the 2014 Film Industry Survey by Stephen Follows, split by their principle
sector(s) of business.

More details and other film surveys at stephenfollows.com/blog 22


About The Survey
Methodology
Using a few industry resources I built up a list of 22,940 film industry professionals who have attended at
least one of the three major film markets (Cannes, Berlin or AFM) within the past five years. Each was
emailed and asked to fill in an online survey.

Of those emailed, 44% opened the email, 15.7% clicked on the link and 34% of those (1,235) completed
the survey. Interestingly, over 100 people then emailed back to let me know that they had taken part. I
feel that these rates are extremely high, showing how open and communicative the industry can be.

The Respondents
The surveys were anonymous, although the link was only emailed to suitable people and not shared
publicly.

Of those who completed the survey,


• 39% were in Production
• 21% in Development
• 13% in Sales & Distribution
• 9% in Post-Production
• 9% in Other
• 5% in Marketing
• 4% in Exhibition

Respondents were permitted to select multiple sectors. 56% selected just one sector, 23% selected two,
14% selected three and 5% selected four or more.

86 countries were represented, which included the United States (20.5%), the UK (15.7%), Canada (6.9%),
France (5.5%), Germany (5.1%), Spain (4.0%), Australia (3.6%) and 79 other countries (38.8%).

I asked for the number of films they had in development, in production, finished but not released and
distributed in different budget ranges. I then used this to assess which of three budget categories best
describes their work to date.

Sneaky questions
In one section of the survey I wanted to illicit truthful answers on tricky topics and so I resorted to a
sneaky technique.

To one randomly assigned set of participants I presented three statements about the industry (such as ‘I
prefer to watch films on DVD than in the cinema’). I then asked the respondent how many of the three
statements they agreed with, but only asking for the combined total (i.e. “I agree with two of the three
statements”).

More details and other film surveys at stephenfollows.com/blog 23


Then, to a different randomly assigned set I offered the same three statements with the addition of one
of the following statements…

• It's harder for women to succeed in the film industry than men
• A movie is more enjoyable in 3D than in 2D
• Investing in films in 2014 is a sensible business investment
• I have illegally downloaded a TV show or feature film

By subtracting the average number of agreed-with statements (for example 3.45) from the average of
the control group (for example 2.87) I was able to calculate the percentage of people who agreed with
the additional statement (in this case it would be 58%).

Limitations
As with any survey, there are a few limitations to this project. The most significant which occur to me
are…
• Lying – I have no way of verifying that the answers given are correct. I did all I could to prevent
this by making the survey anonymous, by asking key information in subtle ways and by providing
no reward for particular answers. I hope that this reduced any pressure respondents may have
felt to lie, exaggerate or downplay.
• Language – My emails and survey were both in English, which will naturally exclude non-English
speaking professionals.
• Weighting – In order to calculate how the opinions altered at differing budget ranges I asked
respondents for the number of films they had made in a variety of budget ranges (see
Methodology for details). I then used this to calculate which their principle budget range was. I
would have preferred to have had a more precise method of determining in which budget range
to place people, as this cannot take account of the significance of each movie. A ‘low budget
producer’ may now be making larger films but if their move is recent then they would still be
regarded as ‘low budget’ for this survey.
• Selection bias – By targeting people who have attended a film market I am already providing a
certain skew on the answers.
• Self-selection bias – Respondents were exclusively made up of people who were willing to open
my email, click on my link and complete the survey.

Thanks
This survey would not have been possible without the continued support of Mike Mindel, Sophie
Lifschutz, Lucy Fazey and Edward L Dark – thank you all!

What’s Next?
I am partnering with a few industry organisations to run surveys with their readership/members. I hope
that this, along with other methods, will allow me to drill deeper into the stats behind the industry.

I will publish all of my results at http://www.stephenfollows.com, where you can also see my previous
surveys, research and data.

More details and other film surveys at stephenfollows.com/blog 24

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