Mastercard survey reveals impact of film at 75th Cannes Film FestivalMay 25, 2022 | By Nila Moloney
Three quarters of Brits reveal film has changed their opinion on important cultural issues
The Festival de Cannes is in full swing and reigniting our love for movies with a celebration of all things film. Mastercard, official partner of the Cannes Film Festival, reveals that cinema has been a powerful medium in changing how Brits see the world. Almost four in five people in the UK (77 per cent) say films have changed their perceptions on important cultural issues including climate change (41 per cent), racial equality (39 per cent) and women’s rights (22 per cent).
Post pandemic, the average person in the UK is spending over 186 hours – or 7.5 days – a year in front of the big screen or smaller screen at home. Two in five (39 per cent) people in Europe say they have a greater interest now in cinema than pre-pandemic and 61 per cent value experiences like going to the cinema more than material possessions.
While four in five (88 per cent) Brits watch films for pure entertainment, 41 per cent say they watch film to learn more about the world, with other common reasons for the cinema including to find inspiration (34 per cent), help process life lessons (30 per cent) and stay on top of worldwide affairs and trends (24 per cent).
Over half (53 per cent) have learnt about a societal issue they were previously unaware of, with one in four (26 per cent) admitting that they have supported a social cause after watching a film on the subject. Almost half of movie-goers (45 per cent) claim to leave the cinema feeling more inspired than when they entered and a further 45 per cent cite film as more impactful than books when it comes to conveying important messages in an impactful way.
Film Historian Professor Ian Christie comments: “There’s no question that films have shaped people’s attitudes to the world around them for over a hundred years – especially the world beyond their immediate experience. This influence has sometimes been controversial, but it’s also been real and hugely pervasive, compared with the impact of other media. And most often it has probably been beneficial, supporting and encouraging, as well as creating greater awareness of different lives.
If we look back at a film like Philadelphia, we can clearly see that the Hanks classic educated people and de-stigmatised HIV and AIDS. In 2018, Black Panther became a global cultural phenomenon by breaking new ground in representation both on and off the screen. Films like these will change attitudes for generations to come and their impact, over time, will be immeasurable on society.”
Agnes Woolrich, Vice President, Marketing and Communication, UK&I at Mastercard says: “The findings of this survey reaffirms the power that cinema has to inspire, educate and tell stories in a way that allows us to see life through different lenses. Our long-standing partnership with the Cannes Film Festival has provided us an ongoing opportunity to connect with consumers around a passion that enriches, entertains and offers meaningful experiences beyond the box office. “
Mastercard's collaboration with Festival de Cannes is part of a focused strategy that connects people to their passion, creating a movement where art, business, society and individuals can come together and explore a more inclusive and innovative future. With its state-of-the-art expertise in the field of the technology and its creativity, Mastercard is able to build new and innovative ways to connect people to cinema and help them see life through a different lens.
Through the connection and partnerships with the most important international film festivals, including the Venice International Film Festival and the Berlinale, Mastercard commits in creating experiences, moments and memorable and unforgettable surprises for every Mastercard partner and cardholder who loves cinema, giving the possibility to live passions in a new and involving way, starting something really priceless.
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Notes To Editors
Independent research company Fly Research questioned 7,000 adults across seven countries in May 2022.