Eighty-five percent of consumers typically watch movies at home on the small screen, according to a recent national study by Guideline, Inc., a provider of custom business research and analysis. Even when it's a movie they want to see, 49 percent of respondents said they usually wait to purchase or rent the DVD.

"Guideline's study affirms that DVD spending and consumption remain strong with more people enjoying movies from the comfort of their homes than in the movie theater," said Guideline's Vice President of Marketing Frank Dudley. "However, despite the many movie-viewing options available, a quarter of consumers still prefer the big screen."

According to the survey, men are more likely (28 percent) to go to the cinema to see the movie before it comes out on DVD, and women are more likely (31 percent) to wait for the movie to be released on DVD so they can rent it. Gender aside, 22 percent usually go to see the movie on the big screen first.

There are several reasons why these movie fans prefer to see their flicks in the theater. Most of the survey respondents (46 percent) just simply like seeing movies on the big screen. Another 46 percent of respondents, particularly younger moviegoers, share the opinion that it's a fun activity. Also, the survey found that consumers like to see the movie as it was meant to be seen, eating popcorn and watching the movie without interruption.

Because a movie's box-office gross revenues decline about 50 percent each week following its release, there has been much debate about simultaneous and accelerated releases to DVD. Guideline's survey indicated that 56 percent said releasing the DVD shortly after a movie comes out has no effect on their motivation to buy or rent the movie. And, another 20 percent say that they think it must be a bad movie and are less motivated to buy or rent it.

Guideline conducted an exclusive survey last month of 1,000 consumers. Guideline also worked with members of the Promotional Marketing Association's Entertainment Advisory Board, which represents all of the major studios in Hollywood, CA companies, to help craft the survey.

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