| Customers are an important component of the film market and they have direct impacts on the market trend as well as the film production and operation. Therefore, it is necessary to conduct a research on the customers when studying the film market. As the foundation of the studies on the whole film market in China, studies on the local film market must take the local film customers as the priority. April25th,2010, the Guangxi government formulated and distributed a policy--Measures to Promote the Film Industry in Guangxi Zhuang Autonomous Region. According to this policy, various investments will be put into the construction of cinemas and more efforts will be made to deepen the reform of cinema line systems. To response the government and make self-improvement, the cinemas in Nanning have accelerated the cinema constructions. The projects of new construction and reconstruction have been carried out. The film market is booming with brilliant achievements. However, there are only few people conducting researches on the film market in Nanning. What’s more, people can hardly find the researches focusing on the Nanning film customers. On such an occasion, the cinemas lack the direct and systematical knowledge about the film market. Conducting researches on the film customers in the urban area of Nanning can help people better know about the basic conditions and behavior features of the film customers. What is more, it is significant for mastering the film market and adjusting the strategies according to the needs and interests of the film viewers. In this way, the film industry can achieve self-improvements more reasonably and rapidly. In addition,It is helpful to enrich the research contents of the Nanning film market theories and to complete the system of Guangxi film market theories.This paper mainly has six parts, including five chapters. The author will mainly talk about the consumption of the film viewers in Nanning urban areas.The first part is introduction which is about the major conditions and its film consumptions in Nanning city from various perspectives,like geography, region, economy,population, consumption and culture. The author will also make a detailed introduction to research samples, sampling methods and collection methods. In the second part,namely the first chapter, there are four sections. In the first section,the author will give a general introduction to the conditions of Nanning film consumptions. The second section will have a historical review of the cinema constructions in Nanning, introducing their historical developments and their major conditions, so as to make a feature comparison. The third part will focus on the general situation of the major cinemas which operate by2009, such as Nanning Wanda Film City, Xinghu Film City, Jinyi Red Star Film City, Zhongying Crystal City and China Film City. The author will also make a horizontal comparison of their major features. The fourth part will discuss the newly built cinemas(2009-2013.5) and analyze their major features, pointing out their developmental advantages and the existing construction defects compared to the old ones. The second chapter will pay attention to the demographic statistics of Nanning film customers, systematically analyzing the features of customers’ gender, age and education. The third chapter will discuss the psychological characteristics of the film viewers from the perspective of psychology, mainly about their attitudes towards the film tickets, the expected ticket price and their trend in choosing film types and cinemas. The fourth chapter will try to analyze the consuming behaviors of the Nanning movie-goers, including film information obtainment,viewing frequency, ways to buy tickets and other methods to watch films. On the bases of the second, third and fourth chapter, and according to actual situations in Nanning,the fifth chapter will make some suggestions for the Nanning film market from three perspectives, namely the government, the cinemas and the film customers. |
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