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Opening Our Eyes report launched


We are delighted to announce the launch of Opening our Eyes: how film contributes to the culture of the UK.

A new, evidence-based report on the British publicís views on film, prepared for the BFI by Northern Alliance and Ipsos Media CT, Opening Our Eyes provides in depth data on the films that really matter to them, why they watch them and the effect they have. The research gives us a democratic assessment of film in the UK, outside of expert, critical and industry polls. The report demonstrates how film moves and inspires the nation, how it excites the emotions and the intellect and how it influences the shape of our lives.

Opening Our Eyes reveals that 84% of the population are interested in film and that the public are keen to see more British films made, with 78% in favour of public funding for film. Half of respondents said they appreciate the artistic value of film and overall respondents place film on a par with literature and classical music. When asked about their emotional responses to film, The Kingís Speech was most frequently mentioned as having a personal effect on people, followed by Schindlerís List, Avatar, Slumdog Millionaire, Titanic and The Shawshank Redemption.

Amanda Nevill, CEO BFI said:

ďThis report proves that film is at the heart of our cultural life. Understanding, appreciating and assessing its cultural contribution is essential to a forward looking public policy and will guide our funding priorities for film. It gives us evidence of how powerful film is in todayís society, reinforcing how important access to it is and the need to continue to develop new talent and keep our industry vibrant. Opening Our Eyes helps us better understand our society, our history, our place in the world, our humanity and, ultimately, ourselves.Ē

Opening our Eyes: how film contributes to the culture of the UK was the result of qualitative and quantitative research undertaken in February 2011 with over 2000 respondents and is the largest of its kind to have been carried out to date.

Download the report here:


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