Marketing analysis of cinemas in Malta

Abstract

This research discusses factors that motivate people to visit cinemas in Malta. Different parts of the thesis analyse reasons why potential cinema visitors choose to watch films in a theatre, how these reasons have evolved over the decades of the existence of cinema and what other leisure time activities are popular amongst respondents and why. The theoretical part of the thesis is divided in two sections. The first is focused on the cinema history in the world and current situation of modern cinemas in Malta. The second section describes marketing of cinema services, consumer behaviour, their motivation and influences on decision-making process. The research part begins with the analysis of cinemas in Malta. It analyses the influence of admissions, price of cinema tickets and outdoor temperature on box office revenues. According to the result, change in ticket price is the strongest factor that affects box office revenues. Part of the investigation is a SWOT analysis. Each Maltese cinema has specific strengths and weaknesses, which attract and discourage people from visiting a particular cinema. Threats and opportunities are discussed and summarised. The last part of the study is driven by a questionnaire, illustrating the different behaviour of cinema customers according to their age, gender and social status. Eden, the biggest cinema complex in Malta, turned out to be the most visited theatre on the island. According to the research, the most important factor for Maltese cinema lovers influencing their decision to watch a film is location of a theatre, followed by the price.