During this COVID-19 period, museums have adapted in creative ways to keep and, in the case of the Japan Society, expand its audience. Not being able to host its JAPAN CUTS film festival onsite this year, Japan Society launched its first virtual JAPAN CUTS film festival in July 2020. More people bought tickets to the virtual screenings than had attended in-person last year.
ARA had surveyed the in-theatre film audience in 2019. For this year’s festival, ARA fielded an online survey addressed to the virtual audience. We achieved a robust response rate of 28 percent. The survey found that:
- The virtual festival expanded the reach of Japan Society: 47 percent of ticket buyers for the screenings had never been to Japan Society, including 19 percent who had not previously heard of the institution.
- Social media posts and email from Japan Society were the primary sources of information about the festival.
- Genre, the film’s talent, and trailers were the primary drivers for choosing films.
- Virtually all planned to attend JAPAN CUTS next year including 60 percent who said they would watch films both in-person and online.
As part of our response to the COVID crisis, ARA conducted this study for Japan Society on a pro bono basis, as we are also doing for the Museum of the City of New York (first visitors to return after reopening) and Art Omi Sculpture & Architecture Park in Columbia County, NY.
