This study aims to analyze the association of information technology and non-information technology reviewer information and advertisement format, and also demographics and theory of planned behavior variables for watching a new movie release.
The authors surveyed 809 college students about various advertisement topics of traditional media/print, Internet, social media, and both print and online reviews.
For advertising, outdoor billboards and YouTube video were each positively associated with watching a new movie release while reviewer information of critic reviews in print, critic reviews online, and user reviewers were each not associated with watching a new movie release. For race/ethnicity, Hispanics were positively associated with watching a new movie release while South Asians were negatively associated with watching a new movie release. For theory of planned behavior variables, behavioral control and intentions were each positively associated with watching a new movie release.
In conclusion, movie production companies should dedicate large portions of their advertising budget to YouTube and outdoor billboard advertising. Also, movie production companies should continue to advertise and possibly even tailor advertising to Hispanics.
This is the first study for watching a new movie release to simultaneously include predictors of advertisement format including from many types of social media platforms, reviewer information whether from professional critics or user reviews, and the theory of planned behavior.
