Purpose

This study aims to examine the intricate relationships in the making of a box office through a stakeholder lens that considers the influence of filmmakers and theatres on moviegoers' intention to watch a movie at the theatre.

Design/methodology/approach

Employing covariance-based structural equation modelling (CB-SEM), this study analyses survey data on cinema-going experience collected from 673 moviegoers in digital era of a new normal.

Findings

The findings elucidate that movie branding, movie genre and theatre preference positively influence moviegoers' intention to watch a movie at the theatre. Furthermore, the study unveils that theatre preference is swayed by an array of personal and social factors, including control belief and social companion. Intriguingly, promotional elements, both commercial and non-commercial, were found to influence movie branding, yet not the genre when predicting theatre attendance intentions.

Research limitations/implications

Amid the burgeoning alternatives for watching movies (e.g. cable television and online streaming platforms), this article offers a contemporary exploration of the variables that motivate audiences to partake in the cinema-going experience, thereby serving as a proxy to decipher the factors that drive a movie's box-office success in digital era.

Originality/value

Unlike prior studies relying on archival data, the present study collects and uses survey data to develop a novel stakeholder theory-based marketing framework for the box office and moviegoers. The study also provides seminal insights on the box office and moviegoers in the digital era of a new normal.

中文翻译：

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重磅蓝图：建立基于利益相关者理论的营销框架

目的

本研究旨在通过利益相关者的视角来审视票房形成过程中错综复杂的关系，考虑电影制片人和影院对电影观众在影院观看电影的意愿的影响。

设计/方法论/途径

本研究采用基于协方差的结构方程模型（CB-SEM），分析了新常态数字时代从 673 名电影观众收集的观影体验调查数据。

发现

研究结果表明，电影品牌、电影类型和影院偏好对电影观众在影院观看电影的意愿产生积极影响。此外，该研究还表明，戏剧偏好受到一系列个人和社会因素的影响，包括控制信念和社交伴侣。有趣的是，在预测影院上座意愿时，商业和非商业的促销元素被发现会影响电影品牌，但不会影响电影类型。

研究局限性/影响

在观看电影的替代方式（例如有线电视和在线流媒体平台）不断涌现的背景下，本文对激励观众参与观影体验的变量进行了当代探索，从而充当破译驱动因素的代理。电影在数字时代的票房成功。

原创性/价值

与之前依赖档案数据的研究不同，本研究收集并使用调查数据，为票房和电影观众开发一种新颖的基于利益相关者理论的营销框架。该研究还为新常态的数字时代的票房和电影观众提供了开创性的见解。