Typology and decision-making process of cinema audiences in theaters: Actors and Directors

This article provides additional information about moviegoers. It aims to define, through a correctly applied methodology, the motivational factors (internal, external or experiential) that determine the choice of one film over another. The analysis of these factors has been able to establish those that have a greater or lesser effect on the consumer’s decision-making process. This can be of great significance in terms of the economic impact that this decision has on the final box office revenue of a movie. Likewise, the applied methodology has allowed us to establish, with a discriminant and predictive nature, the different typologies of Spanish moviegoers. It was possible to clearly differentiate two groups, which we have called Actors and Directors, whose decision-making process is significantly different, according to the factors that motivate their process of selection of the movie they decide to watch. Actor consumers make decisions from a simpler perspective, while Director consumers decide from a much more complex perspective, taking into consideration a large number of variables.