Analysis Of The Local Amharic Movie-viewing Audiences And The Media

This study attempted to investigate what helps people to decide thernmovie they want to see in theatres and to what extent does that reasonrninfluence them. To answer the question common reasons that makernpeople go the cinema to watch a certain movie like: film critiques,rndirectors, trailers, general advertising, word of mouth, subjectrnmatter/genre, and movie stars are studied. A total of 200 surveys wererncollected from patrons (from teenagers to older adults 18 and above)rnstanding in line to enter movie theaters in Addis Ababa, the capital city ofrnEthiopia. Data analysis indicated that each criterion was related to movieviewingrnchoice. The results revealed that the reasons that promptedrnrespondents to watch a particular movie were basically what peoplerntalked about a particular movie (word of mouth) and general advertisingrnof a movie when they went to the theater.

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