Movie Audiences Want More Imaginative Film-Making

LONDON, April 5, 2012 /PRNewswire/ --

Research Commissioned by Gin Brand Bombay Sapphire Reveals Audiences are Keen for More Original Screenplays and Less Technology

A survey around modern film-making has revealed that 81 percent of the international film community believe mainstream audiences now have an appetite for more imaginative films, a trend that would seem supported by the surprise commercial success of 'The Artist' this year (named in the survey as the second most imaginative film people had ever seen).

The research also revealed two-thirds of those surveyed feel there is a shortage of original screenplays hitting cinemas, with big film franchises being favored, and that 60 percent had a concern that too much emphasis on new technology could distract from the importance of imagination in overall film-making.  

Despite this, 3D adventure 'Hugo' (2011) came out on top when respondents were asked to name the most imaginative film they have ever seen, followed by 2012 Oscar winner, 'The Artist'.  

Joanna Botwood, Bombay Sapphire, Global Brand Manager said: "Bombay Sapphire commissioned this research to spark the debate around imagination within the film industry and highlight some of the challenges that budding film-makers are facing. We believe imagination is the key ingredient in any creative endeavour and, as such, we are working to understand how we can support the film industry going forward."

BOMBAY SAPPHIRE®, the world's number one premium gin by value for a second consecutive year^[1],surveyed more than 3,000 members of the international film community, made up of industry voices and film enthusiasts on the state of imagination in modern film-making.  

*Research carried out through Screen International and EMPIRE international databases. 3,065 were surveyed between the 23 and 27 March 2012.

[1] Data sourced from International Wine and Spirit Research (IWSR), for the 12 months to the end of December 2010

About Bombay Sapphire

Bombay Sapphire is the world's fastest growing premium gin and number one premium gin by value. Based on a secret 1761 recipe, Bombay Sapphire gin is created by perfectly balancing a unique combination of 10 hand-selected exotic botanicals from around the world. The natural flavours of the botanicals are captured through a delicate distillation process called Vapour Infusion which results in the tantalising, smooth and complex taste that is Bombay Sapphire.

Enjoy Bombay Sapphire responsibly. Bombay Sapphire, the Bombay Sapphire bottle design and device are trademarks and/or registered trademarks.

Bombay Sapphire - Infused with imagination

Bombay Sapphire aims to inspire people into expanding their minds, thinking differently to reveal more about themselves and their Imaginations. The team at Bombay Sapphire believes everyone has imagination and therefore aims to give everyone the opportunity to be inspired, and to infuse their imagination with Bombay Sapphire.

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Media Contact

Tarita Mullings: +44(0)207-413-3143, [email protected]