Study: Awareness of 'Blood Diamond' film grows

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Study: Awareness of 'Blood Diamond' film grows

October 24, 2006

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Paso Robles, Calif.—Following a study conducted earlier this year, the Jewelry Consumer Opinion Council (JCOC) reports consumer awareness of the Leonardo DiCaprio film Blood Diamond, scheduled to release on Dec. 15, has doubled since June.

According to 2,942 JCOC panelists surveyed from Oct. 13 to Oct. 18, nearly a third have heard about the movie, versus only 15 percent four months ago.

But growing awareness has not translated to interest in seeing the film. The study reports 27 percent of respondents said they are extremely unlikely to see the film, compared to 23 percent in June. The number who said they were extremely to somewhat likely to see the film has also dropped, from 46 percent in June to 43 percent in the latest report.

"Consumer awareness will continue to rise, especially as Warner Bros. intensifies its marketing and public relations for the movie's premiere," MVI Marketing Ltd. President Elizabeth Chatelain said in statement. "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 into their PR and marketing, advertising, Web site, store signage and sales presentations."

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