CONSUMERS BEHAVIOR IN CHOOSING MOVIE AT CINEMA
Introduction
This article to research how the consumer behavior
choose a movie at cinema. There are many factor, but this article will be focus
at main factor. Base on, article by Dyna Herlina S. She state that 18 factor
that make a consumer do decision making to choose a movie. Even got 18 factor
, but the main factor got 5. One of factor is marketing communication, then neutral information source, film characteristic, content, and the lastly ease.
1.Marketing Communication
In
this situation, more to the producer promote their movie. There are two type.
One of it is publicity, normally the actress gathering at cinema to attract the
public and their target to their fans for watching their movie and support them.
This always happen, when their film will be
showing a first showing at the screen cinema. In addition a factor, they
will be use advertisement. Many place they can do advertisement, one of it is
pay a television station to promote their film. Make the advertisement at
social network also one of, how to attract the public. One of example they use,
the advertisement at cinema before a movie start. When they saw that advertisement,
the consumer take that advertisement keep in their mind. That term call a
subliminal perception. When weak stimuli perceived without awareness.
2.Neutral Information
Neutral
information more to a film review or mouth to the mouth. Right now, with
internet they can read a movie review Either they got a review from popular
reviewer or their friend and public at social network or etc. Once they read,
it will be interested them to try self, is it true what just they read review
about that movie. Same goes, when they
heard review from their friends, witch is their friend already experience that
movie.
3.Film Characteristic
Film
Characteristic is include the genre film, actress in movie, title movie, director
make that film. Many big name director in Malaysia, like Mamat Khalid, Afdlin
Shauki, Syamsul Yusuf and etc. Sometime they like movie base on the director. Film
genre also one of reason they choose what film they like to watch. Maybe, they
like action genre, romance genre, or horror genre and etc. It all depend the
interested by someone. At the same time, because the title of film also make
they decide to watching that film. Example at Malaysia , the romance genre
film, mostly they take story board and the title from novel. So if they already
read that novel, and the director make a film, they become more interested to
see at the film. Beside that, because of actress also the point why they decide
to watching that movie. When they fans one of actress so they decide, to
support that actress at that movie.
4.Content
In
this point, include story board and technology. Sometime the movie fully
technology. Is called Computer Generated Image. This can make attract who like
technology, they will watching movie like that. The famous movie fully CGI like
Avatar, Transformers and etc. Beside that, they choosing because the story
board. Mostly happen when that movie continue from before this. Like a movie
Insurgent than they come out with Divergent. So they already know story before
this, so they want know what happen in next part movie.
5.Ease
In
this point about screening schedule. Sometime they decide because schedule that
movie. They decide because they free that time and decide what movie at that
time. When a they came with family, so they will be choose a suitable the time.
Maybe at the night after their kids school or weekend when kids off school day.
This is the point, how they decide how they choose a
movie at the cinema. Either, they conscious or subconscious how they do a
decision making about this.
Reference
IDENTIFYING KEY FACTORS AFFECTING CONSUMER DECISION
MAKING BEHAVIOR IN CINEMA-Dyna Herlina S
Wrote by
Izzat Zuhairi Bin Abd Hamid
SX133427HAFF04
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