Moviegoing Frequency Among Dutch Consumers: Interaction Between Audiences and Market Factors

Since the early 1990s, however, Dutch movie distributors and theatre owners have succeeded in reversing this trend. This paper reports on a survey of Dutch moviegoers. The author contends that two strategies adopted by distributors and venue owners, flexible scheduling and promotion based on the size of the films target audience, have contributed to the increase in attendance rates. The general rise in the level of education of the Dutch population has served to increase audiences in the various cultural sectors. At the same time, consumers repertoire of cultural activities has broadened, which may also influence moviegoing frequency. The author examines moviegoing frequency using demographic variables, variables measuring moviegoers awareness of strategies recently adopted by the Dutch movie industry, and moviegoers participation in cultural pursuits that compete with their cinema attendance.

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http://www.hec.ca/ijam/725.htm

an article by Dorothee Verdaasdonk, in: International Journal of Arts Management (Winter 2005)