EE NAMES BATH THE UK’s CINEPHILE CAPITAL AHEAD OF THE EE BAFTA FILM AWARDS
New research from EE, the UK’s best network, reveals the nation’s deep love of film ahead of the EE BAFTA Film Awards, as EE uses its 5G+ network to bring fans closer to the red carpet this Sunday
- EE mobile data reveals Bath as the UK’s cinephile capital, with residents streaming more per capita than any other town in the country
- To reward Bath’s love of film, EE is using immersive holographic technology to beam film fans in the city, via the power of EE, live to London’s Royal Festival Hall for this Sunday’s EE BAFTA Film Awards
- A new survey from EE reveals Brits watch on average 60 films every year with the watch time almost 6,000 minutes or the equivalent to four whole days
- Gen Z say they’re watching more films than ever, with one in ten confessing to putting a film on whilst working from home, and over a third happy to cancel going to the pub in favour of a film night in
- Residents of South West England are most adventurous in their movie selection, saying they like to watch a range of different genres of film (53%), higher than other regions
Wednesday 18 February, London: A new survey from EE, the UK’s best network, reveals just how deeply the nation’s love of film runs ahead of the EE BAFTA Film Awards this Sunday, with a poll of 2,000 people showing we watch 60 films every year. With the average length being an hour and 40 minutes, that’s almost 6,000 minutes a year in total, the equivalent to four whole days.
Data from EE mobile also reveals that Bath is the UK’s cinephile capital, with residents streaming more per capita than any other town.
Thanks to its Georgian architecture and picturesque streets, Bath has often provided the backdrop for iconic productions including Wonka, The Remains of the Day and Les Misérables.
To reward the residents of Bath, EE is harnessing the power of network slicing via its 5G+ connectivity to give them unprecedented access to one of the biggest nights in the film calendar.
Using immersive holographic technology, film fans from Bath, selected from the local area, schools and charities will be beamed live in HD onto the EE BAFTA Film Awards red carpet. From interviewing their favourite stars to having a direct view of all the pre-ceremony excitement, they will be able to experience the magic of the red carpet despite being 116 miles from the ceremony at London’s Royal Festival Hall.
The survey found people in South West England are the most adventurous in their movie selection, saying they like to watch a range of different genres of film (53%), higher than other UK regions.
It also revealed that nearly one in five in the South West say that when deciding what to watch at home, they are more likely to select a film that has won major awards.
The research went on to highlight the powerful cultural pull of film across the UK.
When it comes to viewing at home, top benefits were found to be home comforts (66 per cent), being able to pause films when needed (59 per cent), taking control of the volume (48 per cent) and watching in pyjamas (38 per cent).
Yet 24 per cent also said it’s important to them to be able to watch films on the go, with the most popular reason for downloading to mobile or tablet being entertainment while on holiday.
Gen Z are watching the most movies according to the data with over a third saying they are watching more films than ever (36%), averaging 73 films a year equating to a total of five days’ worth of time annually. And more than one in ten Gen Z even confessed to cheekily putting a film on when they are meant to be working from home.
When it comes to a hot release, 22 per cent would be willing to cancel a gym or pub session to watch it instead, rising to a third of Gen Z happy to cancel going to the pub in favour of film night. That’s in comparison to only 15% of 55-64 year olds, where a pint at the local pub still wins.
One in five (21 per cent) of us are watching films more than ever, with 51 per cent of those claiming it’s because it’s an easy way to unwind after a long day.
With 33 per cent of all movie lovers rating British-made films as the best, ahead of what comes out of Hollywood according to the data.
Brits claim that drama is their favourite genre of film (13%), followed by comedy (12%) and action (12%).
The nation’s love of film even infiltrates daily conversation, with 38 per cent having said Arnold Schwarzennegar’s line “I’ll be back” in an exchange, while 27 per cent have said “Houston, we have a problem” from Apollo 13 and 23 per cent have used “May the force be with you”.
But not only that, 26 per cent have used a storyline or theme from a film to tackle a tricky conversation and 46 per cent see them as a good way to connect with friends and family.
Were they able to step onto the red carpet themselves, respondents revealed who they’d most love to meet, with Tom Hanks coming out on top with 23 per cent, followed by Keanu Reeves (17%) and Idris Elba (14%).
Kelly Engstrom, Brand & Marketing Communications Director – EE and Plusnet, said: “Film has an incredible ability to bring people together, and our data shows in Bath that love for film is deeply rooted. At EE, the UK’s best network, we’re passionate about doing more to connect film fans and emerging talent, and this year we are extending the reach and making the EE BAFTA Film Awards more accessible than ever. Whether you’re on the red carpet or watching from your sofa, connectivity can transform how we experience these cultural moments and that’s exactly what we want to showcase in Bath this Sunday.”
EE is proud to celebrate its partnership with BAFTA, one of the UK’s longest-standing cultural partnerships. Together, EE and BAFTA continue to champion creative excellence and nurture new talent across film, television and games, with initiatives including the EE Rising Star Award and the Set the Stage programme playing a central role in inspiring the next generation of creatives.
Vote for the next EE Rising Star Award winner at ee.co.uk/BAFTA, via WhatsApp or across EE social channels. Voting closes this Friday 20th February at 12:00 GMT, with the winner announced at the 2026 EE BAFTA Film Awards this Sunday.
The ceremony will be hosted by Alan Cumming and broadcast on BBC One and iPlayer in the UK from the Southbank Centre’s Royal Festival Hall and streamed on E! Entertainment in the US.
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The research of 2,000 Britons was commissioned by EE and conducted by One Poll during February 2026
For more information, please contact Edelman at EEPRTEAM@edelman.com.
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EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised for putting people and culture at the heart of the company at the Cnect Wales Awards in 2025.
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BAFTA’s mission as a charity is to champion the creative and cultural importance of the screen arts across film, games and television. Through its Awards ceremonies and year-round programme of talent initiatives and learning events that include masterclasses, lectures, scholarships, bursaries and mentoring schemes in the UK and North America, BAFTA identifies and celebrates excellence, discovers, inspires and nurtures new screen talent, and enables learning and creative collaboration. For more, visit www.bafta.org. BAFTA is a registered charity (no. 216726).
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