Chuu, Sharon et al. “Exploring Art Film Audiences: A Marketing Analysis.” Journal of Promotion Management Vol. 15, No. 1/2 (2009): 212-228.
The study reveals no real surprises, mainly demonstrating by quantitative data, that “art film audiences are found to warrant marketing attention because they are more committed to movie attendance, have a more favorable attitude towards movies in general, and are more tolerant towards movie theater conditions than commercial film audiences.” As always with these studies, certain potential limitations are stated at the conclusion. However, others should have been included. For example, samplings were only taken from four different theaters, all on an evening, and all in the same “West Coast city.” Further, most of the appeals that were made to previous studies (if not all) were from the 1950s, 1960s, 1970s, and 1980s. Thus, certain factors were utterly ignored, such as the changing media landscape. For example, art film audiences are seen to listen to classical music on the radio and be “print oriented” people, whereas commercial movie audiences tend to be “television oriented.” With the emergence of so-called “quality television” over the last couple decades, this really no longer works. Other clichés, like the well-educated-ness of art film audiences as well as the male-ness of sports audiences, are also present, not that they’re necessarily wrong. The study is geared toward a recommendation of synergetic marketing that targets art-film audiences, such as cross-platform rewards programs that accrue points for attending art films and opera events.