Cinema Attendance in New Zealand

Executive Summary

The objective of the research is that to plan such strategies that can save the current levels of viewers in the cinema market of New Zealand. For accomplishing the research, the student group of New Zealand has been identified as a core variable without which the research cannot give reliable results. Throughout the research, the main focus remains on the student group and especially the marketing strategies adopted by Event cinemas and also criticize the benefits and losses of their marketing techniques whether in the favor or against the cinema attendance in New Zealand. The key strategies have also been discussed to attract the major student group and also the variation of the variables overtime has been found out and the reasons for variations are also discussed so that the cinema groups comes out with a decision to stop these acts so that the attendance in the cinemas could be retained again. It was analyzed that in 1975, there more than 600 cinemas in New Zealand and today their count has remain to 411 which is an unusual decline. The weekly nationwide audience - the criterion is more flexible than the annual audience. It allows to monitor the process of film according to seasons and holidays, quick to respond to negative trends. It does not resist the comparison with our statistics. Not to mention the fact that for the sake of "indoctrination" repertory plans for decades, it was distorted in reporting almost every theater in favor of the "right" of films, it has not. So, overcoming this problem cannot only increase the number of cinemas in the region but also the attendance will also be positively changed. The objectives are accomplished to some extent as the trends are identified through graphs and regression analysis and the core variables used are all significant showing the importance and reliability of the variables. The most important variables were number of cinemas and expenditures done on the particular field which affects the cinema attendance and few major things have also analyzed. The students usually attract towards the action and comedy movies and their preference is close to houses. The Event cinemas are particularly placed near the main centers of the region that is why their press marketing is enough to work for them. This is the reasons that press and some old marketing techniques cannot be recognized as strategy. While the construction and reification of cinema stars may have given the film industry a welcome boost in social acceptance and popularity, it also became a method that was adopted by other media, such as television. The growing popularity of television in private homes throughout the 1940s and 1950s was viewed by the cinema industry as competition for audience share. An audience consuming moving-images at home seemed, to industry speculation, less likely to venture out to the cinema. Indeed, it took a long time for film studios to warm to the idea of licensing their back catalogs to television networks ...