A Study Of Movie Goers’ Involvement, Experience And Its Relationship In The Film Industry

With the rapid growth of national economy and personal income coupled with the quick pace of modern life and high pressure, people today are eager to improve the quality of life through various forms of leisure activities, meaning that people demand more leisure to relax. Going into the theater to watch movies has become a more important part of people’s leisure life in general. In order to adapt to the rapid increase in demand, in recent years, various types of films were released in rapidly growth rate, but the movies in market often appear product homogeneity, a high box office movie will induce a lot of homogeneous films, unable to highlight the individual characteristics of each film, this phenomenon has become a major problem in the film industry today.Twenty-first Century has entered into the Experience Economy era, the movie’s essence is the pursuit of experience. Audience’s experience during a movie will decide his satisfaction towards the film product, which will ultimately affect the film market income. To raise the audience’s experience, film industry should better create intense and various kinds of experience for movie goers.This paper is a deeper and boarder research and also a expand application using the involvement theory and experience framework on film industry.This paper mainly discusses the following contents:1. The cinema audiences’demographic variable structure and film consumption characteristics;2. The involvement and viewing experience situation of cinema audiences;3. The relationship between cinema audiences’demographic variable, film consumption characteristics, involvement and viewing experience.A variety of methods through factor analysis, analysis of variance and canonical correlation analysis are used in this paper, the results are as follows:1. In this study, through factor analysis, the audience involvement differentiated from three aspects:enjoyment, symbol value and risk importance; the movie experience were divided into two factors:physical and mental enjoyment, relax and social factor.2. In this study, single factor analysis of variance were used to measure whether audience statistics background and consumption behavior will differentiate in involvement and experience. The results found that age have significant differences on involvement’s symbolic value dimension; marital status have significant differences on involvement’s hedonic meanings dimension; education level have significant differences on involvement’s risk importance dimension; the annual average viewing times have significant differences on involvement’s hedonic meanings dimension; the number of companies have significant differences on involvement’s symbolic value; the average annual movie times have significant differences on experience’s enjoyment dimension, relaxation and social dimension.3. Using canonical correlation to measure the audience’s involvement and experience, this study found that involvement has positive correlation with viewing experience.Based on the results, how to make the best use of resources to create positive impact on box office performance, avoid the phenomenon of homogeneity and low quality, create distinctive experience to meet audience’s demand and improve the satisfaction of the audience have become problems worth discussing. In this paper, starting from the experience point of view, analysis on audience’s involvement and experience will provide ideas for the problems above.