The Role of Internet in Marketing Premiering Movies
Tuohimaa, Suvi (2010)
Tuohimaa, Suvi
Oulun seudun ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010092713236
https://urn.fi/URN:NBN:fi:amk-2010092713236
Tiivistelmä
The objective of this thesis was to find out about the role of Internet today in premiering movie marketing and whether Internet is a good tool for it. The hope was to obtain new information provided by moviegoers and to contribute something useful to the art of marketing premiering movies. This thesis was a part of the School of Business and Information Management's Innomajakka-project but did not have an official commissioner, so the topic for the thesis came from the writer's personal and professional interests.
The methods used for this study were extensive secondary research to define the existing knowledge on the subject and for the empirical part a structured questionnaire targeting the students of School of Business and Information Management. The theory first introduces movie marketing in depth before moving on to service marketing and movies as services. Towards the end the reader is familiarized with Internet marketing and new ways of marketing premiering movies online. The questionnaire was sent via email to about a thousand students, and the result was 235 full answers with the respondents' average age being 24 years.
The results of the questionnaire with the help of the previous research reached the conclusion that the role of the Internet in premiering movie marketing is growing and becoming more important for the reasons that moviegoers are now online, relying on the Internet for many of their movie related needs and are receptive to premiering movie marketing. Also, the reach of Internet is worldwide and it is faster and less expensive to market on the Internet compared to other marketing channels.
The methods used for this study were extensive secondary research to define the existing knowledge on the subject and for the empirical part a structured questionnaire targeting the students of School of Business and Information Management. The theory first introduces movie marketing in depth before moving on to service marketing and movies as services. Towards the end the reader is familiarized with Internet marketing and new ways of marketing premiering movies online. The questionnaire was sent via email to about a thousand students, and the result was 235 full answers with the respondents' average age being 24 years.
The results of the questionnaire with the help of the previous research reached the conclusion that the role of the Internet in premiering movie marketing is growing and becoming more important for the reasons that moviegoers are now online, relying on the Internet for many of their movie related needs and are receptive to premiering movie marketing. Also, the reach of Internet is worldwide and it is faster and less expensive to market on the Internet compared to other marketing channels.