The Impact of Marketing Mix on Attracting Audiences to the Cinema

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.

Key words: Motion picture industry; Cinema marketing; Marketing mix