The Great unknown

In an article I read from JSTOR database called: Marketing Pictures: Consumers, Channels, and intuition, expert comments on how consumer behavior affects marketing a motion picture.

The article states that the main objective of marketing is consumer behavior, finding a way to interest the viewers into wanting to watch the motion picture. They must think of how to make their product different from an alternative movie that the viewer can see (competition).

“From a marketing point of view in which the customer drives the business, this is remarkable. Maybe in the motion picture industry, the customer is the great unknown, and for that reason is somewhat obscure in the movie research literature”, she said.

I agree with that the customer is the great unknown in the movie industry because no two people are the same which limits your marketing and advertising variety. From my personal point of view I’m an avid fan of action and comedy movies, whereas my Mom is more into Dramas and sob stories, movie makers must somehow either decide to blend all types into one movie or stay head strong with one type of movie. Step Brothers is a comedy movie and most people can agree, however the directors blend in drama so viewers who aren't into comedy’s all that much can enjoy the movie.

www.imdb.com

“The movie industry is the home of many marketing phenomena. Most striking is the uniform ticket-price policy, which is remarkable, given evidently different price elasticities”, she said.

Ever wonder why it is so expensive to go see a movie at a movie theater? it’s because of this marketing phenomena and its changing price.The movie industry has the ability to fluctuate the price of a the movies, when their is a high demand of moviegoers, the price will rise, if their is a low demand of movies they have the ability to lower the price of a ticket or try and make deals.