Analyzing the ticket purchasing behaviour of younger Afrikaans cinema attendees

Abstract

The Afrikaans film industry is facing a difficult time, as many Afrikaans films are struggling financially. By determining the key factors contributing to the ticket purchases for Afrikaans films, the Afrikaans film industry can be assisted to increase ticket sales. Younger consumers are the future market for most industries, and since films are a leisure activity enjoyed by many young individuals, a better understanding of the needs and preferences of younger cinema attendees will contribute to the sustainability of the future market. The results revealed five key factors contributing to the ticket purchases of younger Afrikaans cinema attendee, namely Marketing, Proudly Afrikaans, Production Credentials, Quality Facilities and Quality Films. ANOVAs and t-tests were conducted to analyze the data further. It was found that all the factors have a stronger influence on the attendees the younger they are; attendees who prefer Afrikaans films over English films are also more influenced by these factors; and attendees who view three or more films in one month are more influenced by the factors Quality Facilities, Proudly Afrikaans and Production Credentials. The managerial implications of this are discussed and recommendations are made for Afrikaans film marketers and producers in order for them to better cater for the needs of this younger cinema attendee, and ultimately contribute to the growth of the Afrikaans film industry.

Keywords:

• cinema
• Afrikaans films
• Afrikaans film industry
• younger Afrikaans cinema attendees
• ticket purchasing behaviour