Abstract:
The aim of the research is to examine the social media activities of film promoters and the factors that have an impact on public decision-making and to watch film in the cinema. This research looked at film audiences in Thailand to evaluate public perception, social media tracking and knowledge-based activity that has not yet been established in previous studies. Few studies have investigated the variables such as promotional programs, social media platform activities, trailer assessment, and decision to watch a movie. This study’s audience consisted of Thai citizens who are a sample of 400 subjects. This group has been identified as the group that watched the film in Thailand. The statistical tool used is ANOVA, which is concerned only with the disparity of results used in the comparative analysis. The strongest statistical relationship for the trailer assessment has been identified. Indication of the essential distinction between advertising, social media interactions and trailer assessment. References to social media will motivate the audience to feel that they are enjoying the recommended films. Social awareness is also related to the determination of the reference value for video screening. The findings of this study show that social networks affect audiences to watch movies. Overall, different factors need to work together to inspire audiences to watch movies. In order to make people watch films more frequently in cinemas, it is important to explore other strategies for market demand.
Source:
Cinema.” Edited by Pantea Foroudi. Cogent Business & Management 8, no. 1 (January 1, 2021): 1920558. https://doi.org/10.1080/23311975.2021.1920558.
Personal Analysis:
Although the findings of this study were not unexpected, they highlight the reality that promoting your art in this day and age requires more than simply focusing on the art itself. In this regard, social media is one of the most powerful mediums for promoting arts, such as movies. As a result, a good movie may receive more attention than a great movie simply because the first one was promoted better on social media or users made it viral. In this case, FOMO may push people to see a movie since everyone is talking about it.
This has both advantages and disadvantages. Some may argue that art quality, in this case, the movie, is more significant than virality because some artists may be tempted to create their art based on aspects that are more likely to become popular on social media. On the other hand, some advocates feel they can introduce their art to more people through social media and that more people would enjoy their art.
We should also consider the perspectives of users. For example, many people may seek movies on social media and regard them as valuable sources of movie information. In addition, they may participate in a community with others who share their interest in movies by reading reviews or discussing movies. So, it might be a topic to think about.
