The impact of streaming services and video-on-demand on the cinematic exhibition industry: taking an experiential approach

• Autor(a) principal: Loureiro, Bruno Rogério Neves
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19690
• topic: Indústria cinematográfica; Marketing; Comportamento do consumidor -- Consumer behavior; Portugal

Streaming services and video-on-demand completely reshaped the cinematic industry, as people now have more convenient alternatives to the traditional movie-going experience. One can say that audiences have fallen out of love and are now disengaged with movie theatres. As such, movie exhibitors are losing business all over the world, including in Portugal, and they need to reimagine themselves. With this in mind, this dissertation will start off by reviewing topics such as brand love and engagement. Both of these are recognized to foster customer satisfaction and loyalty. One of the most interesting conclusions is that both appear to be deeply embedded in brand experiences and co-created value. Thusly, the following topic will revolve around brand experiences and how experiential marketing enhances the interactions and the relationship between consumers and brands. Lastly, this dissertation will attempt to understand if experiential practices are a good fit to the cinematic exhibition industry, and if they have the potential to take Portuguese viewers back to movie theatres. To do this, primary research was conducted where respondents were presented with an experiential scenario to complement their typical movie-going experience. This study provides some interesting ones, along with important insights for the cinematic industry in Portugal. The participants responded overwhelmingly positive to the experiential scenarios, which enhance the brand experience overall. Regarding behavioural intentions and commitment, the results were also encouraging, with respondents feeling like these scenarios would increase their connection to the brand and they would encourage them to be more frequent moviegoers.