A recent survey by the Swiss Federal Statistical Office (FSO) has shown that going to cinemas belongs to the three most common cultural activities in Switzerland (together with visits of historical sites and attending concerts or other musical events). About 63 percent of the Swiss population are going to a cinema at least once a year. This is more compared to the European Union (51 percent). 17 percent claim to be regular cinemagoers (at least 7 times a year).
 
Besides a lot of facts that confirm other studies in different countries over the world, some findings sounded very interesting to me:
 
a) Although more older people are going to cinemas than in previous studies, the core audience for cinemas is still the young generation between 15 and 24. This is not new, but how is the traditional giant screen market responding to that? Some would say DMR, but this is not content originally intended for giant screens