Investigation of the Factors Affecting Demand of Iranian Cinema

Document Type : Research Paper

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Abstract

This study intends to identify factors affecting on the demand of Iranian cinema movies. To this aim, a sample consisting of 192 cinema spectators was evaluated. The results of analyzing questionnaires through Kroskal Valice test indicted that

 
there is a direct relationship between individuals' income level and the number of their cinema attendance) (that is, individuals earn higher income go more times to the cinema). Also there is a reverse relationship between family size and cinema attendance (i.e. the higher the number of family members, the less the times of going to the cinema). Then, the results of binominal test revealed that "movie subject", "lead actors (stars) and director", "movie and cinema quality ", "days and time of going to the cinema", "appropriateness and variety of movie subjects to all levels and groups ", "appropriate time of movie show", and "appropriate advertisements" are all factors affecting box office.
In addition, in the next part of research, the demand function of cinema was estimated using data related to the period of 1361-86 (1983-2007). The results show that all coefficients are statistically significant and in line with economic realities; so that increase in the costs and family size reduces cinema demand and increase in the income increases demand of the cinema movies.

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