Sharon L. H. Chuu
Senior Marketing Specialist
Advantech Co. Ltd
No. 1 Alley 20, Lane 26, Rueiguang Road, Neihu District, Taipei, Taiwan
114, R.O.C.
E-mail: sharon.chuu@advantech.com.tw
Dr. Jennifer C. Chang
Assistant Professor
Faculty of Business Administration, Simon Fraser University
8888 University Drive, Burnaby, B.C. Canada, V5A 1S6
Email: jennifer_chang@sfu.ca
Dr. Judith L. Zaichkowsky
Professor
Faculty of Business Administration, Simon Fraser University
8888 University Drive, Burnaby, B.C. Canada, V5A 1S6
Email: zaichkow@sfu.ca
ABSTRACT
The question of whether art film lovers have different movie consumption patterns than commercial film audiences is examined in this study. Commitment to movie attendance, attitudes towards movies in general, tolerance towards movie theater conditions, and interest in movie-affiliated merchandise were compared with commercial movie lovers. Art film audiences warrant marketing attention because they are more committed to movie attendance, have a more favorable attitude towards movies in general, and are more tolerant towards movie theater conditions than commercial film audiences.