The Impact of Marketing Mix on Attracting Audiences to the Cinema
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
- There are currently no refbacks.
How to do online submission to another Journal?
If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:
1. Register yourself in Journal B as an Author
Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.
Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.
We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: firstname.lastname@example.org; email@example.com; firstname.lastname@example.org
Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures
Address: 9375 Rue de Roissy Brossard, Québec, J4X 3A1, Canada
Telephone: 1-514-558 6138