Analysis of the Local Amharic Movie-viewing Audiences and the Media

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Addis Ababa University


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.



Amharic Movie