Analysis of the Local Amharic Movie-viewing Audiences and the Media
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Date
2008-11
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Addis Ababa University
Abstract
This study attempted to investigate what helps people to decide the
movie they want to see in theatres and to what extent does that reason
influence them. To answer the question common reasons that make
people go the cinema to watch a certain movie like: film critiques,
directors, trailers, general advertising, word of mouth, subject
matter/genre, and movie stars are studied. A total of 200 surveys were
collected from patrons (from teenagers to older adults 18 and above)
standing in line to enter movie theaters in Addis Ababa, the capital city of
Ethiopia. Data analysis indicated that each criterion was related to movieviewing
choice. The results revealed that the reasons that prompted
respondents to watch a particular movie were basically what people
talked about a particular movie (word of mouth) and general advertising
of a movie when they went to the theater.
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Keywords
Amharic Movie