Brazilians Miss Movies Most; 66 Percent Will Restart Cultural Outings

RIO DE JANEIRO, BRAZIL – While the process of reopening the cultural sector is expanding throughout Brazil, two thirds, or 66 percent, of Brazilians say they intend to attend at least one cultural event in the coming months. This is shown in a Datafolha survey in partnership with Itaú Cultural published on Thursday, October 8th. This percentage is higher when compared to those who say they have actually attended cultural activities in the past 12 months (52 percent).

With the reopening, going to the movies is the most popular activity among Brazilians – 44 percent claim they intend to attend movie theaters. Next come musical shows – 40 percent – and children’s activities – 38 percent.

The list of activities targeted in the post-reopening period is completed by libraries -36 percent-, cultural centers -36 percent-, theaters -30 percent-, museums -29 percent-, dance -29 percent-, circus -29 percent- and soirees -25 percent-.

Going to the movies is also the activity that Brazilians most missed during the pandemic -30 percent-, followed by musical shows -24 percent-, while 16 percent say they did not miss any cultural activity.

Among respondents who said they intended to attend cultural activities in the coming months, more than half, or 54 percent, say they felt safe to do so after the reopening. Men -63 percent – feel safer to attend activities than women -47 percent.

People with lower purchasing power show the lowest levels of confidence – 43 percent – with the reopening of the cultural sector, while class C shows greater confidence with the return – six percent. In the wealthier classes A and B, 54 percent said they feel safe to attend cultural activities in the coming months.

From these data, can it be concluded that the pandemic can cause an even greater elitization of culture? According to Paulo Alves, Datafolha’s market research manager, this scenario should not arise, since studies and analysis have been for some time drawing attention to the access to culture by the poorest. “The survey shows that there is great interest from this public,” he says.

The D/E class, although it has been relatively little involved in cultural activities, has a level of cultural interest close to that of the other classes.

“This means that there is an opportunity to welcome people who do not have the chance to attend cultural venues, but want to,” says Eduardo Saron, director of Itaú Cultural. In this regard, there is a debate on free access, lower prices and events closer to low income neighborhoods.

The location where activities take place is important with respect to attendance intention. While 84 percent say they would attend cultural events in open places, only 39 percent would attend them in closed spaces. Among respondents, 92 percent say they have attended at least one of the cultural events at least once in their lives, while 52 percent have attended them in the past 12 months.

Among the safety measures they expect to find in cultural venues they intend to visit, 64 percent stress the importance of social distancing, avoiding crowds. The obligation of wearing a mask is spontaneously mentioned by 61 percent.

The 25 to 34 age group is the most interested in the return of cultural events – 74 percent of them plan to restart attending. Youths aged 16 to 24 come next, with 71 percent planning to return to venues.

People with no children show greater interest in the return of cultural events -73 percent, while the rate of people with children stands at 62 percent. Interest in attending cultural events is also higher among single people – 70 percent – than among married people – 61 percent.

In Rio de Janeiro, movie theaters, theaters and auditoriums were allowed to reopen on September 14th. Last week, Mayor Marcelo Crivella permitted holding wedding and graduation ceremonies, concert halls, live music performances, circuses and other events. Museums, libraries, art galleries and cultural centers had already been cleared to reopen in the capital as of September 1st.

In São Paulo, Mayor Bruno Covas signed the protocols for the reopening of movie theaters, museums and concert halls two weeks ago.

In São Paulo, cultural venues can only reopen once the green phase is announced by the city hall. The change in phase was announced on Friday, October 9th, when the new state reclassification took place, as determined by Governor João Doria’s administration.

Source: Folhapress