| Keywords [eng] |
marketing, film marketing, ewom, trailer, consumer intention, theory of planned behavior, uses and gratifications theory, Lithuanian film marketing, intention to visit cinema, intention to visit a movie theatre |
| Abstract [eng] |
Even though consumers today have various options for how to consume movies, box office sales are still the key to determining the film's success. Hence, studios, distributors, and film marketers invest large sums into film promotion. Additionally, factors out of the hands of creators, such as eWOM, and critics’ reviews, allow audiences to form opinions. Prior academic research has looked at both direct and indirect film marketing tools. However, results vary depending on the employed approach, and cultural tendencies of a country. Based on that, the aim of this master’s is to analyze the factors that influence viewer’s intention to visit a movie theatre to watch a film. The study is conducted for the Lithuanian market and consists of three parts: preceding academic literature analysis; methodology of the research and its’ results; conclusions and recommendations. The research model is based on the Theory of Planned Behavior (TPB), and the Uses and Gratifications approach (U&G). A quantitative method was used for research analysis. Data was collected through two versions of online surveys, containing different communication messages - a trailer (direct marketing), and a consumer review (indirect marketing), as a stimulus. It was analysed using IBM SPSS Statistics 29.0.0.0. 199 respondents have participated in the study. The direct communication message was found to have a stronger impact on potential viewer’s attitude and perceived behavioral control than the indirect. In concert with the previous research, a direct connection between consumers’ subjective norms, attitude, and perceived behavioral control (in ascending order), and the intention to watch a film in the movie theatre was observed. Contrary to the prior scholarly observations, hedonic, utilitarian, and social needs did not moderate the connections. Results of data analysis suggest that more resources should be placed on direct film marketing tools, and the communication message should highlight the ease of access to the film. |
