Date of Award


Publication Type

Master Thesis

Degree Name



Communication Studies

First Advisor

Linton, James M.,






The concept for this study is that there are significant differences between the youth and baby boomer audience segments in their orientation to the marketing mix for theatrical films. These differences have brought about changes to the movie industry in terms of recognizing various target groups within the audience and developing marketing strategies (i.e., the coordination of the elements of the marketing mix: product, promotion, place and price) to appeal to these groups. Different marketing strategies have, in turn, led to apparent changes in the film audience itself in terms of who goes to movies, how often they go, and where they see the movie. The results indicate that the effect of age is more important than frequency of attendance or lifecycle variations in determining the importance of the marketing factors in a person's decision to go to a theatre to see a movie. Both the youths and baby boomers regard the social aspects of moviegoing as the most important criterion in deciding to go to a theatre to see a movie. Product-specific variables were significantly less important for both age groups. The study also showed that age and marital status were significant in terms of movie attendance frequencies, whereas the most significant factor affecting video rentals was having children under 18 years of age living at home. The baby boomer and youth audience segments also differentiated themselves in terms of specific movies choices relating both to genre and adult-themed movies. (Abstract shortened by UMI.)Dept. of Communication Studies. Paper copy at Leddy Library: Theses & Major Papers - Basement, West Bldg. / Call Number: Thesis1993 .M538. Source: Masters Abstracts International, Volume: 32-02, page: 0377. Adviser: James M. Linton. Thesis (M.A.)--University of Windsor (Canada), 1993.