Mastercard at Odesa International Film Festival: Research Reveals That Cinema Inspires Ukrainians
Mastercard research determined how Ukrainians and Europeans in general prefer to spend their leisure time and how important cinema is in their life

Cinema is one of the top three favorite kinds of leisure for residents of Ukraine and for Europeans in general. The priorities are as follows: travel is first, cafés and restaurants are second, and cinema is third. Cinema is inspirational for traveling, new activities and shopping. The research results were shared by Mastercard within the framework of its partnership with the 8th Odesa International Film Festival. The company studied the emotions and leisure patterns of Ukrainians in the survey “Priceless Emotions,” as well as Europeans’ attitude to cinema through a research project called “Cinema & the Cities”.

More than 68% of Ukrainians visit cinemas, including 71% of women and 65% of men surveyed. Most European residents (70%) would rather go to the cinema than watch movies at home. The majority (44%) visit cinemas once a month. Most often they go with their loved ones (48%), and less frequently with friends (26%), family (18%) or else go alone (8%).

European residents go to the cinema to laugh, be amazed or dream. Ukrainians have similar preferences — they go to the cinema to laugh (66%), dream (57%) or contemplate (54%). It’s no wonder that, according to the results of the research, comedy was the undisputed leader among Europeans' favorite genres.

The power of the cinema is not only limited to emotions. Most Europeans (57%) noted that movies influenced their choice of their next travel destination and 52% also tried something new due to films they had seen.

The research also found how Europeans imagine cinemas in 10 years. Most of them (64%) are confident that they will watch movies in multiplexes with special effects and hi-tech chairs, while 32% plan to watch movies at home wearing VR-glasses.

“Mastercard does not only create technologies enabling simple and convenient payment, but we also open the world of priceless impressions to our cardholders thanks to partnerships with landmark events for sports, music, and cinema. Mastercard has been the official partner of such iconic European cinema events as the Cannes Film Festival, the Venice Film Festival, and Berlinale for several years. We are also glad to support the most anticipated film event in Ukraine this year — the Odessa International Film Festival,” noted Natalia Baidala, Marketing Director at Mastercard in Ukraine, Georgia, Moldova and Central Asia.

Within the framework of the partnership with the Odessa International Film Festival, from July 13 to July 22, Mastercard offers a 15% discount on purchasing tickets for this festival using the Mastercard payment card at box offices and online in the "Buy ticket" section of the official website of the Odessa International Film Festival. In addition, from July 15 to July 19, within the festival program, Mastercard will present PRICELESS SURPRISES to everyone making a purchase using a Mastercard contactless card at the vending machine located in the festival square.

About Mastercard

Mastercard (NYSE: MA),, is a technology company operating in the global payments industry.  We operate the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories.  Mastercard products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone.  Follow us on Twitter @MastercardNews, join the discussion on the Cashless Pioneers Blog, and subscribe for the latest news on the Engagement Bureau.

About “Priceless Emotions” research

The research was carried out by the CoolTool company by order from Mastercard and involved 1000 respondents from all over Ukraine, aged from 18 to 65. The results revealed the emotions that Ukrainians most often experience and explored the main factors affecting the happiness of residents of Ukraine.

About “Cinema & the Cities” research

The research was carried out by Mastercard and involved a total of 2125 respondents from Berlin, Istanbul, London, Madrid, Moscow, Paris, and Rome.