Proposed strategies of movie goers to the selected movie theaters as response to online streaming and downloading / Arevalo, Shiloni E.; Estrellado, Regine Joy E. and Magpayo, Jenina B. 6

Business Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2015. 56

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ABSTRACT: CHAPTER 1 Online streaming and downloading has been an emergent threat to the movie theatre industry. This study has been chosen because of the increasing issues with regard of the phenomenon and the how the said industry responds to it. This study aims to determine the sales strategies of SM City Manila, Robinson's Place Manila and Lucky Chinatown Mall Cinemas as response to online streaming and downloading. The researchers want to seek information about the phenomenon, the people and other variables that are affected. Moreover, the researchers hypothesized that these sales strategies from the selected movie theatres are not response to online streaming and downloading and will prove it with the help of the SM City Manila, Robinson's Place Manila and Lucky Chinatown Cinema Managers through letters and interview questionnaires and 150 convenient respondents who were picked as they walk out of the said cinemas. Chapter 2 Theater has risen from southeastern U.S. and saturated even the Philippines by just promoting it as it trends and eventually exploded. Great movie houses were built with the best features that can satisfy the movie hoers from cinematic effects to food offerings to. As developments were made, kinds of theaters grows from simplest to what we have, IMAX theaters. Due to the expansions and technology, threats of film & internet piracy occur. Streaming technology offers a significant improvement over the download-and-play approach to multimedia file distribution but still are legalities that are protecting the movie industry. The management of cinema theatres is surely now planning & developing the cinemas of the future as young professionals just like engineers are now eagerly looking for improvements for the 3-D effect that can help movie theaters to be innovated that can serve the best movie theatre experience for the consumers. CHAPTER 3 This study employed descriptive method of research. With One Hundred Fifty (150) randomly picked respondents in the movie theatres, researchers used frequently, percentage and ranking distribution in determining the profile of the respondents as well as their viewpoint to the study. Correlation Coefficient was used to determine whether the hypothesis will be accepted or rejected. CHAPTER 4 The researchers need information that can help movie theaters businesses improve their sales strategy against technological developments. Having the survey questions being answered we want to know the insights of people regarding the topic: strategies of movie theatre as response to online streaming and downloading have resulted to purposely identify its target market's demographic and psychographic profile, to recognize what the respondents like about the strategies of the theaters and of the online streaming and downloading sites to conclude what the movie theaters businesses should improve in order for them to get more consumers to raise also the movie industry despite of the online streaming and downloading threats. The movie theaters should align with the trend going on specially to their target consumers in order for people specially young professionals to still patronize the movie industry for them to gain and sustain the business through improvements and further innovations. CHAPTER 5 Based on the summary of findings, the following conclusions were drawn: Movie goers take pleasure in the features of the movie theaters that serves as the cinema's sales strategies like the big screen, clear copy of the movie, appreciative view, comfortable seats/air-conditioned theatre, surround system and promotional offers but furthermore, its flaws that people find fault is that price ticket is too expensive even if there are promotions like the ticket-plus-snack and e-Plus card (Entertainment, Privileges, Lifestyle, Upgrades and Surprises) is the movie junkie's most convenient access to the movies. Researchers used Correlation Coefficient for the Hypothesis testing, in this method the Null Hypothesis was accepted: Strategies of Selected Movie Theatres are not responses to Online Streaming and Downloading. This reason take us lead to recommend the movie theatre to improve some features of their theatres as well as the ticketing price of the said theatres.

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