Special Effects : One in two stay movies changed the way they see the world

May 25, 2022 | By Alice Brown
— Four in five reveal film has changed their opinion on cultural issues, and two in three say films are more impactful than books —
— Mastercard survey reveals impact of film at 75th Cannes Film Festival —

As the Festival de Cannes gets into full swing this week, reigniting our love for movies with a celebration of all things film, Mastercard, official partner of the Cannes Film Festival, reveals that half of Europeans (50 per cent) say movies have changed the way they see the world. 

The power of the cinematic voice has proved evident as the survey by Mastercard reveals that almost four in five people (78 per cent) say films have changed their view on cultural issues and influenced their views on important topics including climate change (49 per cent), racial equality (41 per cent) and women’s rights (33 per cent).

Post pandemic, the average person in Europe is spending over 230 hours – or 9.5 days – a year in front of the big screen or smaller screen at home. Two in five (39 per cent) 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 (84 per cent) watch films for pure entertainment, 62 per cent say they watch film to learn more about the world, with other common reasons for the cinema including to find inspiration (52 per cent), help process life lessons (51 per cent) and stay on top of worldwide affairs and trends (48 per cent).

Almost two thirds (63 per cent) have learnt about a societal issue they were previously unaware of through the power of film, with 40 per cent revealing they have supported a social cause after watching a film on the subject. The majority of movie-goers (57 per cent) claim to leave the cinema feeling more inspired than when they entered and two in three (60 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.”

Jeannette Liendo, Senior Vice President, Marketing, Europe at Mastercard says: “Cinema, unlike any other art form, invites and enables us to see life through a different lens. Films have the power to move, guide and educate us and change our world for the better. This Mastercard survey,  shows that the influence of cinema goes far beyond the box office but into wider society, and we’re excited see what lights up Cannes Film Festival this year and makes its own mark on the world.”

Mastercard's partnership with the 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 adults across seven countries in May 2022.

Alice Brown, Director Communications, Mastercard

Media Contacts

Alice Brown, Mastercard