The factors Influencing Consumption of Art Films

Subject Areas : Marketing

Farzin Nematbakhsh Abkenar ¹ , Mansoure Aligholi ² , seyed kamran Nourbakhsh ³ , Hossein Safarzadeh ⁴

1 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
4 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2021-06-11 Accepted : 2021-11-26 Published : 2022-09-23

Keywords: Film Marketing, Art Film, Art Film Audience,

Abstract :

In the various previous researches have paid more attention to understanding the different angles and dimensions of the factors affecting film consumption. Concentrating on what is known as an "art film" and identifying the factors that influence on its consumption are at the main focus of this study. The present research has been done according a qualitative approach based on Grounded Theory Method and data has been gathered through depth interviews with some of the most prominent people in the various fields such as production, distribution, movie screening, cultural policymakers and cinema industry-art professors. The data were analyzed using principles related to grounded theory (open and selective coding, continuous comparative analysis, creating concepts, and categories). The results of data coding have led to the identification of 38 concepts that were categorized into 7 categories. An in-depth understanding of the affected factors on the consumption of art films can make use as the results of the present study for a set of elements involved in the subject, from pre-production to marketing, distributing and finally film screening with cultural managers. This study could increase number of art film audiences with providing appropriate contexts in order to improve the conditions and its completion.