การเลือกชมภาพยนตร์ที่โรงภาพยนตร์และความคาดหวังจากการ ชมภาพยนตร์ไทย

Abstract

This research focused on the factors that determine why Thai audience members go to the see movies in the theater, and their expectations for Thai and foreign movies. Using a Poisson regression model, the study revealed that the audience characteristics (i.e. gender, income, educational level, and marital status) and the characteristics of the movie (i.e. leading actor or actress, the movie’s producer) have significant impacts on the frequency of movie-attendance. The research also finds that Thai audience’s form expectations about movies in accordance with gratifications theory. Thai audiences generally expect Thai movies to be humorous, implying that they go to Thai movies for entertainment purpose. Conversely, Thai audiences generally expect to see more content from the foreign or Hollywood movies.

The estimated results from Logit models confirm a significant relationship between decisions to go to Thai movies and expectations from the movies, it also reveals significant details of movie-going behaviors (i.e. movies genres and attitude toward Thai movies) and characteristic of the audiences (i.e. income levels). Additionally, the results of the opinions of audiences indicate that Thai movie-makers should emphasize improving the scripts and plots of movies as their first priority, though they can also improve movies by improving film-making techniques, casting appropriate actors and actresses, and improving the production and financial performance of movies. Finally, this study finds that the Thai government should play a more active role in supporting the Thai movie-maker industry.