Consumer awareness of the upcoming movie, “The Blood Diamond,” has doubled since June, according to a followup Internet survey. However, fewer respondents intend to see the movie than initially reported.

According to a study of 2,942 Jewelry Consumer Opinion Council panelists in October, nearly one-third of respondents have heard about the movie compared to 15 percent four months earlier. But 27 percent report in October that they are extremely unlikely to see the film as compared to 23 percent who reported the same in June. In addition, of the 46 percent back in June who were extremely to somewhat likely to see the picture, only 43 percent report the same in October.

The movie starring Leonardo DiCaprio, Jennifer Connelly, and Djimon Hounsou is about how a farmer, a smuggler, and a syndicate of businessmen match wits over the possession of a priceless diamond.

“Consumer awareness will continue to rise, especially as Warner Bros. intensifies its marketing and public relations for the movie’s premiere,” says Elizabeth Chatelain, president of MVI Marketing Ltd. “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 in their PR and marketing, advertising, Web site, store signage, and sales presentations.”

JCOC is a division of MVI Marketing. It is a U.S. and Canadian e-panel which represents a cross-section of consumers.

JCK