Film Attributes Determining Consumer Choice in Youth Segment

The present research aims to find out whether some characteristics of films, including director`s name, actors can be more significant than other characteristics in the process choosing movie for watching. Given the fact that nowadays movie industry becomes more and more popularized, the study of this issue is of particular importance. For the study conduction four most important characteristic were chosen - actors, movie ratings, director`s name and number of awards. The goal of the research was achieved by the deployment of vignettes method through quantitative online survey conducted among young people 18-30 years old. The results of the analysis revealed several important observations that can be the basis for further in-depth consideration. Movie rating had the strongest connection with the assessment of vignettes. The most insignificant characteristic was actors cast. It can be said that young people do not pay too much attention to the popularity of actors in the context of chosen characteristics. Also segmentation was conducted based on watching motives. Was distinguished 8 groups: «filmaholics», «hedonists», «thinkers», «curious», «esthete», «peeper», «impression hunters» and «trendy». For every category can be chosen each film type. For example, when producing funny and entertaining movie, the main accent should be put on characteristics appealing for «hedonists» - the movie is suitable for watching with friends, for pleasant evening and etc. Received data is useful for marketing agencies which are involved in movie promotion. As it was said earlier most of the movies are more seen a set of different attributes, which should ensure commercial success rather than a work of art.