Dynamic demand in the movie industry :: Criteria in selecting mainstream and independent movies

PATTINAMA, Vanny Edmond Leo, Gerda Gemser, Dr

2005 | Tesis | Magister Manajemen

The movie industry is segmented into two major segments, the mainstream and the independent movies. Both segments have its own characteristics which influence the decision of the moviegoers in watching either the mainstream movies or the independent movies. In this study, I argue that there are differences between the criteria that the moviegoers use when selecting movies from both segments. Moreover, that criteria would change over time. The study then indicates that there are some significant differences in terms of the demography of the moviegoers as well as their decision influencers. These influencers tend to be in the same level, for both mainstream and independent movies, but different in how they develop over time

Kata Kunci : Dynamic Demand,Movie Industry,Mainstream Movies, Independent Movies, Reviews, WOM, time aspect