Marketing planning model strategies in controlling the operation of cinema situations in Iran

Subject Areas :

galia  heidarian ¹ (Business Management Department, Qeshm Branch, Islamic Azad University, Qeshm, Iran.)
esmaeil  hassanpour ghroghchi ² (Business Management Department, Qeshm Branch, Islamic Azad University, Qeshm, Iran.)
vahid  mokizadeh ³ (Assistant Professor, Faculty of Management and Accounting, Department of Business Administration, Hormozgan University, Hormozgan, Iran.)
mohamad  ghafournia ⁴ (Assistant Professor, Department of Industrial Management, Faculty of Management and Accounting, Hormozgan University, Bandar Abbas, Iran.)

Received: 2023-07-05 Accepted : 2023-12-12 Published : 2023-08-23

Keywords: Marketing, Cinematic situation, Cinematic marketing, Cinema industry,

Abstract :

"The purpose of this research is to present a marketing model of cinema situations in Iran. To achieve this goal, applied approach and mixed exploratory-descriptive methods were used. Data were collected through a questionnaire with five-choice questions and a 5-choice Likert scale. To collect data Qualitative, semi-structured interviews with experts and specialists in the field have been used. The statistical population of the research includes 15 experts (experts and specialists in the field of marketing management and cinema industry) for the qualitative section and 384 experts, producers and planners of the cinema industry and private sector investors. It is for the quantitative part. The sampling method in the qualitative part has been done using the snowball sampling method and judgment until reaching theoretical saturation. The results of the research in the qualitative part include 202 codes discovered in 34 categories, which according to Strauss and Corbin's strategy, apply , are interactions and actions that are used in normal behavior and how to manage situations by people when faced with problems. These are behaviors that people, companies and societies do or say. These actions are intentional actions that take place to solve problems. In this research, 10 categories of basic strategies include: movie attraction, viewer engagement, brand story, solving financial problems, effective advertising, actor's personal brand, paying attention to needs, movie quality, central brand, post-show activity.