| Summary: | Cinema audience behavior from marketing perspective was first coined
Bruce Austin (1981). Many researchers after him refer to Austin�s descriptive
quantitative research. During the last three decades researcher usually only takes
notice to one or two, at most six factors (Neelamegham et al., 1999). Therefore,
needs to be done exploratory research with a qualitative approach to capture the
complexity of factors influencing the selection decision process film in theaters.
Based on qualitative research using focus group discussion, it�s find that at least
5 main factors, consist of 18 factors that influence consumer behavior when
choosing movie in cinema. Those factors are: marketing communication
(advertising, publicity)
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