Title: The impact of marketing mix on movie purchase intention and revenue of top cinema movies in Vietnam
Authors: Quan Nguyen Van and Linh Pham Gia
Volume: 9
Issue: 2
Pages: 36-45
Publication Date: 2025/02/28
Abstract:
The entertainment industry in general and cinema in particular have made an important contribution not only in economic terms but also in socio-cultural terms, helping to improve the spirit and lives of people in emerging economies. Research on the role of marketing mix elements plays an important role in helping filmmakers attract their customers, thereby increasing revenue in this field. The objective of this study is to evaluate the impact of marketing mix elements on movie purchase intention and revenue of top cinema movies in Vietnam, where there has been a rapid increase in successful theatrical films in the last 5 years. Through quantitative research methods with the research object being 268 audiences who have watched 87 highest-grossing cinema movies in Vietnam in recent times, the study found the positive impact of product, promotion, product quality and promotional strategy on the intention to buy movie tickets and the revenue of these films in Vietnam. However, the study did not show the impact of price and pricing strategy on these two factors. Cinema operators therefore should invest in integrated marketing campaigns that focus on product quality and customer experience, as well as create value through special events and premium services rather than relying solely on discounts and coupons.