According to reports from the Jewelry Consumer Opinion Counsel, after polling over 2900 consumer panelists, 60 percent of those who saw the movie Blood Diamond this past weekend indicated it did not influence their opinion of the diamond industry and 64 percent understand that the industry has safeguards in place to prevent the sale of conflictn diamonds in the consumer market.
Two-thirds of those polled say the movie will not have an impact on their willingness to purchase diamond jewelry and nearly 75 percent say their holiday purchasing plans will not be affected.
These are preliminary opinions, as only 11 percent of moviegoers saw the movie on its opening weekend. The film was well-received; 50 percent considered it very good and almost a third of respondents believe it is a possible Academy Award winner. More than two thirds were impressed with Leonardo DiCaprio’s performance.