MBA in Marketing

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Browsing MBA in Marketing by Author "Keloukian, Gassia"

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    The Effectiveness of Promotional Tools on Moviegoers Choices and Attendance of Films in Lebanon
    (2014) Keloukian, Gassia
    When we take a look at the cinema and movie industry in Lebanon in the last four years, it wouldn't take us a wild guess to find out that this is a fast-booming and ground breaking industry. Every year, there was an opening for two new cinema locations, and every week there was a release of three to four new Hollywood movies, which is a total of 220 films per year approximately. Most importantly, the local movies have jumped into a renaissance era since 2010 where every year the number of local movies production is logarithmically increasing, closing the bar of thirteen new movies in 2013. To note, in 2009 only two Lebanese movies were released. This, per se, is very healthy, but what's alarming about it is the distinct marketing behaviors of these new products and brands, whereby the exaggerated and inflated publicity of movies is being very explicit. My primary aim behind this study is to uncover the top promotional tool/s that drive people to watch a particular movie at the cinema, and in what circumstances. Also as a sub-objective, is to test to what extent these tools contribute in the Tickets sales performance. My secondary aim is to reveal whether or not the local movies investors are already aware of the resulted figures and to reveal what they are pillaring their marketing strategies on. I adopted two different methodologies, the first is qualitative data analysis generated from questionnaires and interviews with moviegoers and investors, while the second is factual database collection and statistics. The results reported that only the TV campaign holds direct impact on the ticket sales, while online advertising is the utmost effective promotional tool on the moviegoer. As for the movie investors, no one had ever conducted any similar survey previously. The implication of these results annotate that throughout the previous years and until today, movie marketing has been off track. However, the current studies' results ought to be the compass for every movie investor in the country. Over spending on non profitable tools is not intolerable anymore.