The Help, War Horse, The Artist are Consumers’ Best Picture Picks
If consumers had the vote on OSCAR® night, they’d select The Help for the top prize at the upcoming ceremony. This is all, of course, according to the nearly 9,000 respondents in our February Consumer Survey. One in four (25.2%) are predicting that the bestseller will translate to Best Picture, while War Horse (17.5%) and The Artist (16.5%) are consumers’ other top contenders.
Although decidedly not the typical “click flick,” support for The Help grows among females. More than a third of ladies 18 to 34 (34.9%) deem it OSCAR®-worthy, while nearly as many women 35+ (32.0%) say the same. Young Men (18 to 34) are calling a much tighter race among the top three flicks: War Horse (15.7%), The Help (15.6%), The Artist (14.9%). Men 35+ are more likely to place odds on War Horse (22.4%) or The Artist (18.6%), rather than The Help (17.7%).
Among the other nominees for Best Picture, consumers place The Tree of Life, Midnight in Paris (although an excellent non-Woody-Allen Woody Allen flick), and Hugo as the least likely contenders to win the Academy’s top award.
Interestingly, when asked to select their favorite movies of the Best Picture contenders (as opposed to the movie they predict will win), Moneyball enters the game. The Brad-Pitt-helmed flick scores a home run with Men 18-34 and bats second among guys over 35 (behind War Horse). Two in five women in both the 18-34 and 35+ age brackets say The Help is their favorite…#nocontesthere
Truth be told, I’m rooting for the Red Carpet telecast.
For more information on this data, please contact BIGinsight™.
Source: BIGinsight™ Monthly Consumer Survey – FEB-12 (N = 8716, 2/1 – 2/8/12)
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