Modeling of Marketing Components and Sub-Components and Increase of Movie Customers in the Iranian Cinema Market

Abstract

Cinema is the newest branch of art, known as the seventh art, which offers one of the most popular art productions today. Having said that, an important issue that remains on the sidelines is the place of cinema, which has been less discussed. In this regard, the current research aimed at modeling the components and sub-components of marketing and increasing the number of movie customers in the Iranian cinema market. The results of the research explained 4 main components for the marketing of movies along with 74 sub-components. In addition, the research results indicated that in the case of films with large budgets and promotional programs or films focused on a longer concept, aspects of production are determined through advertising and marketing plans; For example, determining the title of the film, choosing the actors, choosing the music and the director are part of the big strategy of parallel marketing and promotion, as well as obtaining commercial licenses related to the subject of the film. A successful marketing strategy is one that carefully targets the audience and schedules the production activity through various channels, such as theatrical release, videocassette, airline broadcast, cable television, syndicated television and international export.