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Abstract
The question of whether art film lovers have different movie consumption patterns than commercial film audiences is examined in this study. Art film audiences are found to warrant marketing attention because they are more committed to movie attendance, have a more favorable attitude towards movies in general, and are more tolerant towards movie theater conditions than commercial film audiences.
Notes
aSome categories were collapsed in order to run the chi-square test.
aSome categories were collapsed in order to run the chi-square test.
∗1 = Strongly Disagree, 7 = Strongly Agree.
∗1 = Not at all Important, 4 = Very Important.