Cinema, Audience, Segmentation

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After the long period of the cinema industry decline, the number of audience who visit
cinema increases significantly. However, the research to examine the phenomena of
audience segmentation is very few. Therefore the study aim is to investigate cinema
audience segmentation in Yogyakarta on the basis of the aspects that affects the
audience film choice. Furthermore the mix-method approach combining qualitative and
quantitative method in sequence was employed to attain the research objective. For the
first step, three focus group discussions that involve 20 informants. The second step,
survey was conducted involving 454 respondents. The result indicates that there are
two different audience segments according their behaviors. The first segment visits the
cinema as fun activities in their spare time meanwhile the second segment considers
the activity as a cultural interest in order to enjoy the narrative and artistic aspects of
a film

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