Consumer Behavior

Individual Assignment
Submitted By,
Aayush Kishor Raut
Roll No.- 2023401

Section: ‘EF’ PGDM 2023-25

Guided By,
Prof. Subodh Tagare

COUNTERCULTURE

The movie theatre was not an exception to the huge social and cultural upheaval that marked
the 1970s in the United States. The counterculture movement, which peaked in the 1960s, was
still very much in effect today, influencing everything from the kinds of films that were
produced to how audiences viewed them.
Growth of drive-in and independent theatres, Drive-in theatres, with their open-air ambience
and late-night screenings, especially offered a feeling of liberation and an escape from the
confines of conventional society.

Horror and B-movies have become more popular. These genres, which were generally rejected
by mainstream viewers, have found a welcoming home among counterculture filmgoers.
Horror movies, on the other hand, capitalized on the counterculture's interest in the dark
facets of human nature and the distrust of authority. With their modest budgets
and sensibility, B movies provided a much-needed diversion from the gravity of the times.
Development of the Documentary Film: The counterculture's emphasis on activism and social
transformation was reflected in documentaries that analyzed social and political topics from a
critical perspective. The 1970s counterculture had a significant and long-lasting effect on
movie theatres. By providing a voice to underrepresented viewpoints and upending the
current quo, it contributed to the variety of the film industry.
Films and Television Series

Many film critics view the 1970s as the height of socially conscious filmmaking, after the full
collapse of Hollywood's studio system and the relaxation of laws regarding violence, obscenity,
and sexual content.

Innovative filmmakers like Martin Scorsese, Stanley Kubrick, Mike Nichols, Elaine May and
others capitalized on their newfound freedom in this New Hollywood setting to produce
critically acclaimed films like Chinatown, The Godfather, Mean Streets, Harlan County

Even though these films received positive reviews from critics, some of them were not as
popular as the blockbusters that also appeared in the 1970s. Worldwide audiences were
attracted to feel-good films such as Star Wars, Jaws, Rocky, Saturday Night Fever, and the so-
called disaster films, including The Poseidon Adventure and The Towering Inferno, thanks to
mass marketing and computer-generated special effects.

Theatre and Television found an audience for topical shows that addressed the social and
political issues of the decade in addition to popular fare like Happy Days, Eight Is Enough, this
trend would continue as the emergence of cable television and VCRs threatened once-
dominant broadcast networks. All this movement led to an increase in movies and people
were mad to watch them in movie theaters which led to an increase number of theater
screens.

Target Audience

 The age range might differ significantly based on the kind of play. Younger audiences are
drawn to children's and family-friendly shows, whereas classical dramas may target an
older audience. Modern or experimental productions may appeal to young adults.

 Income Certain theatres provide educational programs or discounts to lower the cost of
tickets.

 Fashion enthusiasts appreciate the new style appearance that each movie contain

 A greater awareness of historical background or literature references may be necessary

for some plays to appeal to audiences with more education.

 The theatre location may influence the crowd. While theatres in smaller towns may serve
a more limited local population, theatres in urban locations may draw a diverse range of
fans.
Values

 Experience as a Group while watching a film at a theatre creates a group dynamic that
cannot be duplicated at home.
 Better Audiovisual Quality that can’t be compared to home setups, movie theatres use
modern technology that produces better sound and pictures.
 Movie theatres provide a much-needed screen view from the demands of daily life. Escape
from Reality
 Economic Impact which can support job growth, assist small companies in the community,
and promote economic stability, movie theatres have a major positive economic impact

Product offered and Product Range

To improve the moviegoing experience and bring in more money, movie theatres might
provide a range of goods and services. Here are some suggestions:

 Different Screen for different shows

 Food and beverage

While the traditional combination of popcorn, candy, and soda is still popular, movie theatres
can offer more nutritious options such as fruit cups, and salads.
Premium options can also be provided in Cinemas may collaborate with nearby eateries or
chefs to provide classy munchies like desserts, popcorn varieties, and corn boards.

In-theatre dining, A few movie theaters provide complete in-seat dining services so that
customers can eat while watching a film. For those who choose to make a night of it or for
special events, this can be a wonderful alternative.

Merchandise
 Movie-related merchandise, Movie theaters have the option to offer t-shirts, mugs, and
posters in addition to other movie-related items.

 Local goods, Theaters might collaborate with nearby companies to offer goods like
memories from the area or city.

Valet parking to improve the ease of attending the movies, theatres in crowded regions may
provide valet parking
Movie theater ad revenue
With annual revenue in the billions, movie theatre advertising is one of the most profitable
segments of the advertising industry. The precise amount of money a theatre can make from
advertisements relies on several variables, such as:

 Ad rates for theatres are usually higher in larger cities with high foot traffic than in
smaller towns.

 Screen size and format, because they provide a better viewing experience, premium
screens usually draw higher ad revenues.

 movie popularity, more people see blockbusters and highly anticipated movies and
spend more money on advertisements than smaller or less well-known films.

 Shorter pre-show teasers or on-screen graphics usually cost less than longer trailers
and in-theater ads.

Marketing and Branding

 First, our team will define brand identity by identifying unique services
 We will place the brand on top of the people’s mind
 Creating Hype, Moviegoers can experience a short-term influence and hype from
brands.
 Immersive advertising: No Skip, No Mute and No Distraction
 Offering a Seamless Experience by providing trained helpful staff to be friendly.
 By creating a visual identity, the logo will represent our service culture which helped
many people to have a great experience.
 We will be using posters, radio and newspapers for our brand awareness.

Potential Revenue of $1 Billion by 1985:

 By getting 800,000 active customers by 1980, generating $55 million annually

through expansion numbers of screens and subscriptions.
 By 1981, expanded movie screens, by offering various offers to the audience as well
as film producers that will be compensated, profits exceeding $60 million annually.
 Partnerships with many, Co-productions, joint programming, producers’ actors and
influencers could push revenue towards $1 billion by 1985.
Expansion Strategy
Movie Theater Expansion Strategies: Lights, Camera, Action!

Location, Location, Location: Outside the multiplex Explore alternate locations such as drive-
in theatres serving a certain audience or smaller, boutique theatres located in metropolitan
areas.
Form partnerships with already-existing retail centres or entertainment complexes to gain
access to captive audiences.

Modify the Products You Offer

High-end formats: Invest in 3D, and Dolby Atmos to satisfy customers who want the best
possible experience.
Beyond the big screen: Organize live events to draw in a larger crowd, such as stand-up
comedy, concerts, or gaming competitions.

New Trends: Bring the new trends of the particular time including 3d technology, while
maintaining the brand’s core identity.
Franchisee outlet: Open franchised store and outlets.
Global Reach: Expand into international markets catering to the growing demand for movie
screens
References:

https://www.history.com/topics/1970s/1970s-1

https://study.com/academy/lesson/arts-entertainment-culture-in-the-us-in-the-
1970s.html

https://www.boxofficepro.com/century-in-exhibition-1970s-boxoffice-history/

https://www.natoonline.org/data/us-movie-screens/

https://howtostartanllc.com/business-ideas/movie-theater

https://www.linkedin.com/pulse/cinema-advertising-playing-psychographics-target-
advertising