If the potential impact of Michael Moore’s documentary “SiCKO” were dependent solely on those who have actually seen the film, the result might be a passionate but narrow conversation among the 4 percent of adults who said they had seen it in a new Kaiser Family Foundation poll. But, with a big free media bounce reaching beyond the movie reviews to the news and talk shows, the poll finds that almost half (46 percent) had seen the movie or heard or read something about it a little over a month after its national release.
Among those familiar with “SiCKO,” 45 percent said they had a discussion with friends, co-workers, or family about the U.S. health system as a result of the movie; 43 percent said they were more likely to think there is a need to reform the health system; 37 percent were more likely to think other countries have a better approach to health care; and 27 percent said they were paying more attention to the positions of presidential candidates on health care. About equal numbers of those aware of the movie thought it accurately represents problems in the U.S. health system (36 percent) versus overstating them (33 percent), and positive impressions of “SiCKO” outweighed negative ones 48 percent to 33 percent.
“Our poll shows how the combination of good timing, a controversial director, and lots of free media attention can generate real impact for a film that very few people have actually seen,” said Kaiser president and CEO Drew E. Altman, PhD.
