Topic: Investigate the habit of watching movies in the cinema of ISBA students | Học viện Phụ Nữ Việt Nam

Topic: Investigate the habit of watching movies in the cinema of ISBA students. I. Introduction
Watching movies in the cinema is growing in increasing popularity in recent years. Actually, the
cinema has become one of the regular destinations in the entertainment life of young people. In
particular, the proliferation of “2D, 3D, 4D” movie genres has strongly promoted the movement
of watching movies in theaters. If before, the whole country had only about “100” screening
rooms, concentrated mainly in Hanoi and Ho Chi Minh City, under the control of state-owned
enterprises, now, according to the Department of Cinema, the number of screening rooms is
limited nationwide in 2018 was 901 rooms with 130,900 seats, estimated revenue of commercial
film screening is 3,500 billion VND (Van, 2019; Su phat trien thi truong phim chieu rap tai
Vietnam, 2019). As of February 2019, the number of CGV theaters is still overwhelming with 75
theaters nationwide, Lotte Cinema ranks second with 42 theaters. Two other distribution
companies, BHD (BHD Media JSC.) and Galaxy Cinema (Galaxy Studio JSC.) have 9 and 14
theaters, respectively, across the country (Van, 2019). This development has boosted the revenue
growth rate of the movie market ranging from “20-25%” per year (Su phat trien thi truong phim
chieu rap tai Vietnam, 2019). Although the increasing entertainment demand of young people,
meaning that the cinema business in Vietnam has a lot of potential in the future, state theaters are
facing many difficulties with the state of degraded theaters and equipment outdated, lack of film
resources... (Su phat trien thi truong phim chieu rap tai Vietnam, 2019).
Instead of hanging out at familiar shops, young people today choose cinemas as a place for
entertainment, dating, and most of them are students. They come here to relax, have fun, relieve
stress after stressful school hours, busy work through lively movies, modern and luxurious space
but the price is very "student", especially there are many offers on weekends or holidays. It can
be said that the quality of the sound system, the picture in the cinema, the famous and capable
actors and the comfortable space here are important factors to attract the number of visitors here.
Thus, the aim of the study to investigate the habit of watching movies in the cinema of ISBA
students. As a result, this report was conducted to answer the following questions: “How often do
ISBA students go to the cinema?, What kind of films do they often choose?, How much do they
spend on each time of going to the cinema?” and “Who do they often watch movies with?”. The
findings of the research would be helpful for the readers to know more about the habit of
watching films of students and give some suggestions to develop the theatrical film market,
bringing it closer to everyone. II. Literature review
To be honest, not a lot of research has been done to investigate movie theater viewing by young
people, especially college students. And most of them don't really give the big picture, just reflect one aspect.
According to Mai & Ngo, 2015, in the Vietnamese market, the factors that significantly influence
the choice of movies of customers are usually communication factors such as trailers, posters and
situational factors rather than characteristics and film structure. American movies are the most
popular genre in Vietnam, and comedies, action, and fiction are always the most popular. This
study also creates a basis for cinema market operators to develop marketing strategies to bring
cinemas closer to the people. However, this study only focuses on studying the factors affecting
the decision to choose a movie of customers, including customers of all ages, but has not focused on university students.
Another case study on this issue showed that movies have become a very important part of
people's daily lives all over the world, it is becoming more and more popular despite the
competition for time. and people's money (Mustafa, 2009). This study was conducted to
determine the factors influencing the Egyptian people's decision to go to the cinema. Seven
factors were identified, namely movie star, director, trailer, general advertising, word of mouth,
film genre, and reviews. More specifically, the genre of the film and the actors are often the two
most important factors when you go to the theater and see an Egyptian film. This research also
helps filmmakers know their audience's preferences and psychology to better reach them. The
author also suggests a few ideas to film production and distribution companies, they should focus
on building better trailers and giving specific instructions on movie genres instead of leading.
Viewers see details about the film. However, although the purpose of the research is to develop
cinemas and bring cinema closer to the audience, the focus of the research here is not students -
the object that makes up the majority audiences of the number of people going to the theater to
see it now. Additionally, the study about “Key Factors Affecting Consumer Decision Making
Behavior in Cinema” of Dyna, 2012 used 2 different research methods to show the factors that
influence the customer's decision making at the cinema. With the first research method, the
author has pointed out that there are 5 important factors out of 18 factors affecting the choice of
movies by visitors when coming to the cinema, including marketing communication, neutral
information source, film characteristics, and content ease. By using the second method, the
researcher has discovered 9 factors affecting the decision to choose movies of customers at the
theater: film synopsis and reviews, director and actors, genre, film adaptation, story, neutral
information, schedule, visual effects and objectionable content (Dyna, 2012). The study is also
divided into two segments. The first segment is for people who like to watch movies, are often
willing to go to the cinema alone to experience, research carefully before choosing a movie to
watch, and are often willing to become critics of personal blogs, websites social networks, movie
discussion forums. The second segment is the consumer place also known as the cinema.
Consumers or customers who come to the cinema to watch movies tend to consider this place as
a place to meet, socialize and entertain with family and friends. Nonethless, the weakness of this
research is that it was studied in Indonesia, not the Vietnamese market.
In conclusion, despite the hopeful results, the past researches still exist some weakness such as
the habit of watching films in the theatres of pupil. That motivate me to do this research to find
some of solution to develop cinemas nationwide and bring cinema closer to the audience