A survey around modern film-making has revealed that 81% of the international film community believe mainstream audiences now have an appetite for more imaginative films.

This trend that would seem to be supported by the surprise commercial success of “The Artist” this year, which was named in the survey as the second most imaginative film people had ever seen.

The research also revealed two-thirds of those surveyed feel there is a shortage of original screenplays hitting cinemas, with big film franchises being favoured, and that 60% had a concern that too much emphasis on new technology could distract from the importance of imagination in overall film-making.

Despite this, 3D adventure “Hugo” (2011) came out on top when respondents were asked to name the most imaginative film they have ever seen, followed by 2012 Oscar winner, “The Artist”.

Joanna Botwood, global brand manager at Bombay Sapphire, comments: “Bombay Sapphire commissioned this research to spark the debate around imagination within the film industry and highlight some of the challenges that budding film-makers are facing. We believe imagination is the key ingredient in any creative endeavour and, as such, we are working to understand how we can support the film industry going forward.”

More than 3 000 members of the international film community – made up of industry voices and film enthusiasts – were quizzed on the state of imagination in modern film-making.