Factors That Determine Film Genre Preference Of Audiences: The Case Of Three Selected Government Owned Cinemas In Addis Ababa
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Date
2017-06-04
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Addis Ababa University
Abstract
People use different mechanisms to quench their thirst for entertainment, information and
communication. There are myriad of entertainment alternatives and film is among those which
attract numerous number of audiences. Movies play a pivotal role in relaying messages in a
manner that is based on the interest of a particular target audience. Over the past few years the
number of films produced and movie-goers have increased. It is not uncommon to hear people
criticizing our local films for being narrow, lack of originality, and for their superficial & similar
plots. Even though there is a big appetite for various film genres with different themes, many of
the films that are being released seem to revolve around only romance, drama, tragedy and
comedy. The purpose of the study was to describe factors that determine film genre preference of
audiences. Theoretical and empirical literatures were reviewed to formulate the hypotheses of the
study. To accomplish the objectives of the study a survey of 400 audiences found at the three
government owned cinemas (Cinema Ampere, Cinema Ethiopia, and Ambassador Cinema) was
conducted. Deductive approach, descriptive research design and quantitative research method
were employed in order to conduct the study Survey questionnaire was used as a strategic
instrument to gather the required primary data from the sample population. The descriptive and
inferential analyses of the collected data were conducted with the help of SPSS version 20. The
key finding attained from the hypotheses tested using chi square indicated that gender, age, and
level of education did have a strong association with film genre preference of the respondents. It
was further revealed that action, war, horror, crime, suspense, and adventure were cited as films
the audiences would like to watch locally made. Advertising, poster, word-of-mouth, budget,
director, and publicity were found to be other factors that influenced film genre preference of the
audiences. Eventually, some recommendations to alleviate the problems associated with
Ethiopian film industry and suggestions for future research were made.
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Gender, Age, Level of education