| Abstract [eng] |
Audience engagement has become a significant challenge for cinemas due to increasing competition from digital streaming platforms and changing audience consumption habits. This master‘s thesis examines the factors that enhance audience engagement in cinemas. The objects of the research is audience engagement enhancement in cinemas, while the aim is to develop an empirically grounded model. The objectives include analysing the concepts of audience development and engagement in the cinema context, categorising audience engagement tools and influencing factors, as well as developing a theorietical model and empirically validating it. The study employs theoretical literature analysis and empirical research methods. Qualitative content analysis and Q methodology are used for data collection, followed by factor analysis. The results identify distinct audience engagement types and key factors influencing engagement in cinemas. Based on the empirical findings, the theoretical model of audience engagement promotion in cinemas is refined, providing insights, applicable to cinema practise. |
