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ERIC Number: ED214210
Record Type: RIE
Publication Date: 1981
Pages: 27
Abstractor: N/A
Reference Count: 0
Attitudes toward Motion Pictures among College Students.
Austin, Bruce A.
Several reasons for studying motion pictures and patrons' attitudes toward them include the following: (1) current data show that motion pictures account for 53% of the total United States spectator amusement expenditures; (2) the average weekly United States movie attendance has plummeted by more than half since 1930; (3) despite this decline, box office records continue to be broken by one or two films annually; and (4) there is little systematic collection and dissemination of movie audience research. In this light, a study was conducted to examine the attitudes of college students toward motion pictures. Subjects were asked to complete a questionnaire about their movie attendance and attitudes. For purposes of analysis, the 170 respondents were placed into one of two attendance groups: occasional movie goers (attending one movie per month or less) and frequent movie goers (attending more than one movie per month). A composite movie attitude index was constructed to assess the sample's overall attitudinal disposition toward motion pictures. Consistent with previous research findings, males were found to hold a more favorable attitude toward movies and to attend them more frequently than females. Contrary to all previous research, the subjects in the present study were found to hold a somewhat unfavorable attitude toward movies, which parallels the decline in movie admissions over the years. (HTH)
Publication Type: Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers: Audience Analysis