Summary of – Escapist versus eudaimonic viewers: Classifying and clustering audiences based on genres and movie theatres in southern India
Document Type
Article
Abstract
The Indian theatrical market is divided into two categories: single screens and multiplexes. This unique fragmentation has led to the movie maker’s indecisiveness regarding the release strategy as some movies perform better in single screens whereas, some perform better in multiplexes. On top of that, although movie genre is deemed to be one of the most crucial factors impacting the audience’s preference, the existing literature has scantily explored the impact of genre preference across the two different movie-watching venues in India.
Research Goals and Hypotheses
This study seeks to bridge this gap in literature by exploring the diversity of escapist and eudaimonic genre preferences in single screens and multiplexes in India.
Methodological Approach
A cross-sectional study was conducted, and data was hand collected from 324 moviegoers across five cities. Cluster and discriminant analyses were employed to explore the movie genre preferences.
Results and Discoveries
The findings indicate that the single-screen and multiplex audiences can be segmented based on four genres (Mythology, Romance, Masala & Crime). The study internalises the escape theory to conceptualise a novel relationship between escapist and eudaimonic behaviour with various movie genre preferences in single screens and multiplexes. It also links the audience demographics with the genre preference. From a managerial perspective, this study would consequently help the stakeholders of the movie industry in segmenting the market by designing an effective release and distribution strategy
Citation to the base paper:
Mohanty, A., Ganguli, S., & Kidiyoor, G. (2022). Escapist versus eudaimonic viewers: Classifying and clustering audiences based on genres and movie theatres in southern India. SEARCH 15(1), 2023, 59–77
Publication Date
2022
Recommended Citation
Mohanty, A., Ganguli, S., & Kidiyoor, G. (2022). Escapist versus eudaimonic viewers: Classifying and clustering audiences based on genres and movie theatres in southern India. SEARCH 15(1), 2023, 59–77
Publication Date
2022
Recommended Citation
Mohanty, Anshuman; Ganguli, Shirshendu; and Kidiyoor, Gururaj, "Summary of – Escapist versus eudaimonic viewers: Classifying and clustering audiences based on genres and movie theatres in southern India" (2022). Open Access archive. 9379.
https://impressions.manipal.edu/open-access-archive/9379
