بررسي عوامل موثر در رويگرداني از سينما با تحليلي بر خوشه بندي هاي مختلف مخاطبان

An investigation of the effective factors on cinema avoidance: an analysis on different customer clusters

صنعت سينما همواره از نظر قدرت فرهنگ سازي و اثراتي كه از نظر نگرشي و رفتاري بر افراد جامعه مي گذارد، شايسته توجه و برنامه ريزي هاي اثربخش تري است. متاسفانه اين صنعت در ايران جهت جذب مخاطبان در سال هاي اخير چندان موفق عمل نكرده است و سرمايه گذاران، تمايل خود را به سرمايه گذاري در اين صنعت از دست داده اند. اين ناكامي ريشه در عوامل مختلفي دارد كه با شناخت دقيق و برنامه ريزي در جهت رفع آنها مي توان اين روند را دگرگون كرد. از اين رو و به منظور بررسي علل رويگرداني مخاطبان از سينما، مطالعه اي در شهر رشت ميان 470 نمونه صورت گرفت. در تحليل روايي از روش محتوايي و در سنجش پايايي از دو روش كرونباخ و دو نيم كردن استفاده شد. يافته ها نشان داد كه دلايل رويگرداني مخاطبان از سينما به 7 عامل تقسيم مي شوند و مخاطبان در سه خوشه قرار مي گيرند. خوشه اول بيشتر ناشناخته بودن كارگردان و تهيه كننده و خوشه دوم قيمت بالاي بليت را علت رويگرداني خود مي دانستند. خوشه سوم كه بزرگترين خوشه از مخاطبان به شمار مي رود، عواملي همچون نامناسب بودن فضاي فيزيكي سينما را در رويگرداني از سينما موثر مي دانند.

cinema as a social environment provide a basis and special situation in which people can gather together, experience a different relationship and can find a new thinking or behavorial approach via watching movies. By going to cinema, people, in addition to utilizing their leisure time effectively, gradually shape their attitudes and behaviors based on what they have seen and heard. This understanding evokes the individuals to change their life styles and interact with others in a kind of free dialogues. In this way, cinema is an effective tool which influences our lives and on the other hand it can be affected by social, economic and marketing factors in a society. In this regard, Cinema industry due to its ability to cultivate a culture and as an obstacle against cultural attack is of so much importance. Cinema demand is under the impact of numerous factors. It is price elastic and positively related to income. Television plays a substitute role for movies and the relation between cinema and video consumption is ambiguous and sometimes a number of variables that are related to movies quality exert a positive or negative influence on cinema attendance. On the other hand, cultural factors and specially marketing factors can affect cinema demand considerably. For example, when the availability of cinema houses (proximity of cinema place to audiences), quality of films (such as using sophisticated technologies of filmmaking, employing famous actors/ actresses and so on) and the advertising costs become relevant factors, the number of cinema attendants may go higher as well. Unfortunately, this industry in Iran despite its potential capabilities was not successful in recent years so that most of investors believe investing in this industry is not rational and cannot be fruitful. Regarding this issue and in order to study the causes of customers’ avoidance of cinema, 470 individuals from Rasht city were selected. To test the validity, face validity approach was used while for testing the reliability of questionnaires two approaches including cronbach’s alpha (81 percent) and split half approach (72 percent) were applied. These tests have confirmed the validity and reliability statistical findings that show the main causes of cinema avoidance would be categorized into 7 factors including many variables such as unavailability of cinemas, the lack of good facilities, weak scenarios, the low quality of role playing of actors and actresses, bad advertising, and illegal broadcasting of films, high price of thickets, downloading movies by internet at home and so on. Based on other analytical tests, respondents are divided into three clusters. First cluster members believe that an unknown director or producer is the reason of cinema avoidance while the members of second cluster argue that the high price of tickets is the main cause. Furthermore, third cluster as the biggest cluster takes this view that the unsuitability of cinema facilities and equipment could be effective. The study suggest that by equipping Iranian cinemas with advanced technologies of showing movies, making films based on socially relevant scenarios, employing well known stars and decrease the price of tickets, cinema industry may be successful bringing the audiences to the movie theatres.