This thesis aims to study the impact of the shortening and the non-exclusivity of the theatrical window on moviegoing behaviour and to what extent. Moreover, this paper seeks to investigate if the country of residence impacts these outcomes; the countries taken into consideration are Italy and Denmark. This research question characterised the research process of the theory and the data collection method. The data collection method consisted of a 20 questions survey. Examining the existing researches on the subject was crucial to build the survey and formulate several hypotheses. Two hundred ninety-four individuals answered the bilingual questionnaire. However, only 206 were studied as they were completed. The analysis results highlighted that the shortening and the non-exclusivity impact moviegoing behaviour. However, some distinctions must be made to measure the extent of such impact. If the abovementioned factors were caused by the availability of movies on a TVOD platform, the impact is shallow. By contrast, the impact is significant if caused by an SVOD platform. Such repercussions differ based on the country of residence. This was because respondents who live in Denmark are more price-sensitive than those living in Italy.
|Uddannelser||Cand.soc.cbp Management of Creative Business Processes , (Kandidatuddannelse) Afsluttende afhandling|