TITLE

The Impact of Marketing Mix on Attracting Audiences to the Cinema

AUTHOR(S)
Mohammadian, Mahmoud; Habibi, Elham Sezavar
PUB. DATE
August 2012
SOURCE
International Business & Management;2012, Vol. 5 Issue 1, p99
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
It is common knowledge that movie production and marketing feature, is a risky business. Extending our knowledge of factors affecting movie sales and attracting people to theaters can help reduce the risk of the film industry. In this paper, we tried to identify influential factors in attracting people to cinema from marketing mix (4P's) point of view and prioritize their indices from the perspective of movie goers in Tehran. The population of this study consists of Movie goers in Tehran, Iran. In this study, 455 questionnaires were distributed in five cinema of Tehran. In order to analysis data, Kolmogorov-Smirnov, Binomial or relative, t-student and Friedman tests has been used. The results revealed that all marketing mix variables except the "price" are influential in attracting audiences. Prioritizing these four variables shows that "place" has the highest priority. Also "film Genre" and "director" in product variable, "promotion" and "word of mouth" and "Movie review" in promotion variables, respectively were the most important indices.
ACCESSION #
80536273

 

Related Articles

  • WHY GENRE? Martell, William C. // Scr(i)pt;2005, Vol. 11 Issue 2, p20 

    The article focuses on the reasons the film industry insists upon classificng films into specific, established genres. Making movies is a business, and in order to sell a movie people need to know how to market and promote it, and even how to classify it once it reaches the video store shelves. ...

  • Quinceañera. Schwarzbaum, Liza // Entertainment Weekly;8/18/2006, Issue 891/892, p120 

    The article reviews the motion picture "Quinceañera."

  • YOU DO THE MATH. Ault, Susanne // Variety;9/7/2009, Vol. 416 Issue 4, p6 

    The article presents an overview of difficulties that motion picture studios are having in determining which of their motion pictures should be released in DVD format in 2009 as a result of a global recession. Film genres such as action films, which are having success when released in DVD form,...

  • Hindi Cinema in 2011: The Best And The Worst. Vijayakar, R. M. // India -- West;1/6/2012, Vol. 37 Issue 7, pC1 

    The article looks into the performance of the Hindi film industry in 2011. The author mentions that the industry have witnessed several films hitting the box office including "Haunted 2," "Chillar Party" and "Chalo Dilli." He adds that despite good films the industry also witnessed flops due to...

  • From the Editor. Erens, Patricia // Journal of Film & Video;Fall85, Vol. 37 Issue 4, p3 

    The article discusses various reports published within the fall of 1985 issue of "The Journal of Film and Video," including one by Jeremy Butler on the three genre films released on 1984, and another by Michael Sevastakis on the analysis of the famous film "Dr. Jekyll."

  • Brazil's 'Chanchadas'. Berg, Stephen // Hemisphere: A Magazine of the Americas;Spring2003, Vol. 12, p4 

    Explores the relation between Brazilian chanchada genre of the 1950 and the dark comedies that characterized the output of the post-Cinema Novo movement called cinema marginal. Meaning of chanchada; Producer of the chanchada genre films; Starcast of the chanchada genre films.

  • GENRE RULES AT AFM. Swift, Brendan // Inside Film;Dec2009, Issue 127, p6 

    The article reports on the increased popularity of genre films at the 2009 American Film Market (AFM).

  • A giant among dwarves.  // UNESCO Courier;Oct2000, Vol. 53 Issue 10, p24 

    Deals with the marketing of motion pictures in 1999. Investments in the motion picture industry; Admissions for motion pictures around the world.

  • Arthouses face empty seats. Hindes, Andrew // Variety;07/13/98, Vol. 371 Issue 9, p7 

    Focuses on the problems faced by arthouses for the year 1998. Movie releases which has topped the $5 million mark; Movie releases which are major disappointments; Reason behind the decrease in sales of movie releases.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics