More Consumers Aware of Blood Diamond Movie, But Fewer Plan to See It


October 24, 2006

More Consumers Aware of Blood Diamond Movie, But Fewer Plan to See It

Oct. 23, 2006, Paso Robles, Calif. - As the jewelry industry awaits the mid-December release of the much anticipated movie blockbuster The Blood Diamond starring Leonardo DiCaprio, the latest study by the Jewelry Consumer Opinion Council (JCOC) shows that consumer awareness of the film has doubled since June. However, fewer consumers intend to see the movie than initially reported.

According to a study of 2,942 JCOC panelists conducted Oct. 13-18, nearly one-third of respondents have heard about the movie compared to 15 percent four months ago. But 27 percent report in October that they are extremely unlikely to see the film as compared to 23 percent who reported the same in June. Moreover, of the 46 percent back in June who were extremely to somewhat likely to see the picture, only 43 percent report the same in October.

"Consumer awareness will continue to rise, especially as Warner Bros. intensifies its marketing and public relations for the movie's premiere," says Elizabeth Chatelain, president of MVI Marketing Ltd. "Retailers must be prepared to talk the talk. Regardless of any consumer outcry against blood diamonds, or lack thereof, jewelers have the opportunity to take what could be a negative and turn it into a positive by discussing upfront the things they do to ensure a clean supply chain, and to be socially responsible in general. Jewelers should incorporate this information in their PR and marketing, advertising, Web site, store signage, and sales presentations."

The JCOC is a U.S. and Canadian e-panel of consumers who represent all ages, genders, income levels, buying categories, and geographic regions. To learn more about this study and others, visit jcoc.info, or contact Elizabeth Chatelain at 805-239-2994, ext. 104; fax 805-239-2947; or e-mail elchat@mvimarketing.com.

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