Published Online:August 2024
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:
Author Name:Deepjyoti Choudhury, Prognadipta Das and Tanmoy Das
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:33
The study explores audience behavior towards South Indian movies with reference to their demography. The rising popularity of South Indian movies, compared to traditional Bollywood films, is attributed to factors such as high production budgets, captivating visual effects, unique storylines, dedicated lead star casts, and talented directors. Additionally, the availability of South Indian movies on various OTT platforms has expanded their market reach. The study sample consisted of 364 participants selected using random number table technique. The gathered data was analyzed using IBM SPSS software. Chi-square test, Independent Samples Kruskal-Wallis H Test and MannWhitney test were applied to test the hypotheses and achieve the objectives. Furthermore, factor analysis was performed for a given set of variables under study. The findings reveal significant connections between demographic variables and one or more psychopersonal and movie-centric factors influencing the audience’s inclination towards South Indian movies. The study sheds light on the changing preferences of the audience and highlights the impact of demographic characteristics on movie-watching choices, providing valuable insights for the entertainment industry and film marketers.
Movies, also known as motion pictures, are a captivating form of visual art that have entertained, educated, and inspired audiences since the late 19th century (Pruitt, 2014). They have evolved from silent, black-and-white films to modern productions with advanced effects and visuals, encompassing diverse genres. Beyond entertainment, movies have significant potential for social and cultural impact, raising awareness about important issues and preserving cultural heritage. They profoundly influence society, shaping values and attitudes, motivating us to excel, and providing an escape from reality. Films, whether in theaters or at home, hold a crucial place in our cultural experience, sparking our imagination and transporting us to different worlds.