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RENTING IS MOST ENJOYABLE WAY TO SEE MOVIES, ACCORDING TO NATIONAL EIA SURVEY

 LAS VEGAS, Jan. 14 /PRNewswire/ -- American families believe renting video tapes or laserdiscs to watch at home is the most enjoyable and most cost-effective way to see movies, according to a national survey by the Electronic Industries Association (EIA).
 The research, commissioned by EIA's Consumer Electronics Group (CEG) to measure public attitudes toward family entertainment, found that renting tapes or discs for home viewing was the top choice among six ways to see a movie.
 Specifically, when asked to select which was the "most enjoyable" method for families to watch movies, 36 percent picked movies rented from a video store. Renting was followed by cable or satellite premium service movies (22 percent) and TV movies with commercials and movies shown in theaters (both with 16 percent). Purchased movies was selected as the "most enjoyable" method by 5 percent, and pay per view was named by 2 percent.
 When asked to rate each method for its entertainment value for the money spent, renting was once again the top choice and was rated as good value by 65 percent of the respondents. Purchased videotapes or laserdiscs were second, with 38 percent rating them as a good value. Movies shown in theaters were rated as a good value by 37 percent, cable premium service movies were judged a good value by 32 percent and pay-per-view was said to be a good value be only 9 percent.
 "It's clear that the home is replacing the theater as the place to see movies," said Gary J. Shapiro, EIA/CEG group vice president. "An important reason for this trend is affordable home theater technology that allows families to have the movie theater experience in the comfort of their own living rooms."
 A home theater, Shapiro explained, includes a large-screen television (25 inches or larger), hi-fi stereo VCR, laserdisc player, audio/video receiver with surround sound or Dolby ProLogic Surround Sound, and four or more speakers.
 "Home theater technology means families can have both the picture quality and incredible booming surround sound that was one available only in theaters," Shapiro said. "And, since that experience can be enjoyed with movies on cable and satellite services, as well as movies on videotapes and laserdiscs, it's little wonder a growing number of families are staying home to see movies."
 The EIA survey found that 76 percent of families rent movies on videotapes or laserdiscs. A year ago, the association's research revealed that 69 percent rented. The number of families that go to movies in theaters was identical between the 1991 and 1992 studies -- 64 percent in both surveys.
 However, the telephone poll of 1,000 adults conducted between Dec. 10 and 14, 1992, found that the number of movies viewed at home is substantially more than those viewed in theaters. Specifically, of those who rent movies, 69 percent said they rent two or more movies a month. By contrast, of those who go out to the movies, only 37 percent go to the movie theater twice a month or more. Of all respondents, 32 percent watch at least two movies per month on a premium movie service channel on cable or satellite, and only 5 percent watch two or more pay-per-view movies.
 The survey, conducted by American Communications Group of Herndon, Va., used random digit dialing of a sample that was proportioned to reflect actual house-hold distribution across the United States. The margin of error for the entire sample is plus or minus 3 percent. Subsamples have a higher margin of error.
 The results of the survey were announced at the 1993 International Winter Consumer Electronics Show (CES) in Las Vegas. The Electronic Industries Association is the 68-year-old Washington- based trade association representing all facets of electronics manufacturing. EIA's Consumer Electronics Group represents major U.S. manufacturers of audio, video, home office and home automation products, as well as assistive devices for Americans with disabilities.
 -0- 1/14/93
 /NOTE: Dolby ProLogic, Consumer Electronics Show and CES are registered trademarks./
 /CONTACT: Cynthia S. Upson, 202-457-8728, or David Swanston, 703-734-3300, both for the Electronic Industries Association/


CO: Electronic Industries Association ST: Nevada, District of Columbia IN: CPR ENT SU:

KD -- DC013 -- 4875 01/14/93 12:26 EST
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Date:Jan 14, 1993
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