ERIC Number: ED255977
Record Type: RIE
Publication Date: 1985-May-3
Reference Count: 0
Motivations for Movie Attendance.
Austin, Bruce A.
A study investigated audience motives for movie attendance. Subjects were 493 college students, who indicated on an eight-point scale the extent to which a series of 70 reasons for movie going matched their own reasons for movie attendance. Three frequency of attendance groups were identified: infrequent--once in two to six months; occasional--once or twice a month; and frequent--three times a month or more. Twelve motives for movie going were identified; the three frequency of movie attendance groups differed on nine of these. Most prominent among the nine reasons were for (l) an enjoyable and pleasant activity, (2) relaxation, (3) arousal/excitement, (4) a social activity, and (5) communication resources. The three movie motives that were not found to correlate significantly with frequency of movie-going were to relieve loneliness, to pass time, and for behavioral resources. Age was negatively correlated with movie attendance for positive mood enhancement to pass time, and as a social activity. Gender did not appear to affect attendance for any of the three attendance groups. Frequent movie-goers reported greater identification with the motives on the instrument than did occasional or infrequent movie-goers. The findings offer a sense of the multidimensional nature of the motivations for movie attendance. (HTH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Audience Research; Audience Response; Film Viewing
Note: Paper presented at the Annual Meeting of the Eastern Communication Association (76th, Providence, RI, May 2-5, 1985).