... at the theatre. Design/methodology/approach Employing covariance-based structural equation modelling (CB-SEM), this study analyses survey data on cinema-going experience collected from 673 moviegoers in digital era of a new normal. Findings The findings elucidate that movie branding, movie genre...

... are a good indicator of the film's success at the box office Audience motivation Audiences are motivated to watch films on big screens when the viewing experience cannot be replicated outside the cinema. They are also more motivated to watch box-office films during the holiday season, especially...

... Product positioning Cinema Ashok: Product Placement Agent (ReelProducts)Roshan: Bank Commercial Marketing Manager (JLA Bank)Sandy: Film Producer (CS Films)The “God”: Bollywood Film StarThe WifeThe BossKaran and Preity: film‐goers Ashok's phone buzzed loudly in his pocket. As he clicked...