In our recent article on conversational discovery, we explored how AI-powered search and assistant tools may begin to reshape the way audiences discover, evaluate and choose what to watch.
Building on this and as part of our Resilient Film Marketing work, we have been testing that idea with audiences.
The results are early and exploratory, but they point to a useful signal.
Among 274 film-engaged respondents, 26% said they had regularly or occasionally used a search engine or AI assistant to ask questions in a conversational way when deciding what to watch or whether something was worth seeing.
If we include those who answered “maybe / not sure”, that rises to 35%.
This does not mean AI has replaced trailers, reviews, word of mouth, social media or instinct.
But it does suggest that AI/search is beginning to play a role in how some audiences evaluate films and make viewing decisions.
The important point is the nature of the questions being asked:
“Is this worth seeing?”
“Is this for me?”
“What are people saying?”
“Would I enjoy this if I liked another film?”
“What’s showing near me?”
These are decision questions.
They reveal interest, uncertainty and context. They sit close to the point where awareness either becomes action – or disappears.
The survey also reinforced a wider theme from Resilient Film Marketing: audiences are looking for confidence.
“It feels like the kind of film best experienced in a cinema.”
This was selected by 81% of respondents.
That is not surprising, but it is important.
Theatrical marketing is not only about making audiences aware of a film. It is about helping them feel confident that this film is worth their time, attention and journey.
For film marketers, this points to a useful question:
How answerable is this release?
By answerable, we mean whether a film’s digital footprint contains the right information for search engines, AI tools and audience-facing platforms to answer real audience questions accurately and usefully.
Is the film clearly positioned?
Are reviews, audience responses and availability easy to find?
Is the theatrical reason to go clear?
Is there a useful route from interest to action?
This is still an emerging area, and the data should be read as an early audience signal rather than a definitive market benchmark.
But as AI-powered search and assistant tools become part of the audience journey, the industry may need to think not only about how films are discovered, but how audience questions are answered.
The challenge is not simply to generate awareness.
It is to help audiences move from interest, to confidence, to action.
Appendix: About the research
This article draws on an audience survey carried out as part of usheru’s Resilient Film Marketing work.
The survey received 274 responses from film-engaged audiences. It was designed as an exploratory audience pulse rather than a nationally representative study.
Respondents were asked about how they discover films, what helps them decide whether something is worth watching or seeing in cinemas, and whether they had used search engines or AI assistants in a conversational way when making viewing decisions.
The key AI/search question asked was:
“Have you ever used a search engine or AI assistant to ask questions like these when deciding what to watch or whether something is worth seeing?”
26% of respondents selected “Yes, regularly” or “Yes, occasionally”. When including “Maybe / not sure”, the figure rises to 35%.
Respondents were also asked:
“What makes a film feel worth leaving home to see in cinemas?”
81% selected:
“It feels like the kind of film best experienced in a cinema.”
Because this was an exploratory survey, the findings should be read as early signals rather than definitive benchmarks.
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