Shaping OTT Movie Consumption through Immersive Cinema: A Qualitative Investigation of Consumer Perspectives

IF 3 Q2 BUSINESS Vision-The Journal of Business Perspective Pub Date : 2022-12-27 DOI:10.1177/09722629221138375

Avirupa Basu, Pratap Chandra Mandal, Ashutosh Bishnu Murti, Tamas Makany

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引用次数: 2

Abstract

Due to the COVID-19 pandemic, the entertainment sector saw a worldwide disruption with restrictions on outdoor activities. Consequently, consumers turned towards video and music streaming services for their entertainment consumption. Several film studios have taken the digital release route on over-the-top (OTT) sites to avoid revenue losses and indefinite delays. However, these non-theatrical OTT film releases need to experiment with different strategies to bring the experiences to par with theatrical ones. This exploratory study aims to provide insights on whether Immersive Cinema can be used to imitate the physical world through digital simulation on OTT platforms to gain credibility in a competitive entertainment market. We conducted semi-structured, qualitative interviews with 21 consumers and Focus Group Discussions with 14 MBA students to understand perspectives about Immersive Cinema consumption on OTT platforms and its potential when compared to traditional theatrical releases. Using the findings of this study, OTT platforms can curate their new films as a direct alternative to theatrical releases.

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通过沉浸式影院塑造OTT电影消费:消费者视角的定性调查

受新型冠状病毒感染症(COVID-19)疫情影响，世界范围内的娱乐活动受到限制。因此，消费者将娱乐消费转向视频和音乐流媒体服务。为了避免收入损失和无限期延迟，一些电影制片厂已经在OTT网站上选择了数字发行路线。然而，这些非院线的OTT电影发行需要尝试不同的策略，以使其体验与院线电影相提并论。这项探索性研究旨在提供关于沉浸式影院是否可以通过OTT平台上的数字模拟来模仿物理世界，从而在竞争激烈的娱乐市场中获得信誉的见解。我们对21名消费者进行了半结构化的定性访谈，并与14名MBA学生进行了焦点小组讨论，以了解OTT平台上沉浸式电影消费的观点及其与传统影院发行相比的潜力。利用这项研究的结果，OTT平台可以策划他们的新电影，作为影院上映的直接替代方案。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Vision-The Journal of Business Perspective Multiple-

CiteScore

4.60

自引率

0.00%

发文量

121

期刊介绍： Vision-The Journal of Business Perspective is a quarterly peer-reviewed journal of the Management Development Institute, Gurgaon, India published by SAGE Publications. This journal contains papers in all functional areas of management, including economic and business environment. The journal is premised on creating influence on the academic as well as corporate thinkers. Vision-The Journal of Business Perspective is published in March, June, September and December every year. Its targeted readers are researchers, academics involved in research, and corporates with excellent professional backgrounds from India and other parts of the globe. Its contents have been often used as supportive course materials by the academics and corporate professionals. The journal has been providing opportunity for discussion and exchange of ideas across the widest spectrum of scholarly opinions to promote theoretical, empirical and comparative research on problems confronting the business world. Most of the contributors to this journal range from the outstanding and the well published to the upcoming young academics and corporate functionaries. The journal publishes theoretical as well as applied research works.