Is it the motion picture or the theater?: What influences moviegoers in Porto Alegre?

Abstract

Lack of time these days makes leisure moments increasingly valuable. While movies are an important entertainment option in big cities recently there have been changes in theaters around the world and many adaptations have been made to attract and retain viewers. This article addresses key attributes and motivations with respect to movies and theaters that influence moviegoers in Porto Alegre. Data analyzed reveals that the main moviegoer motivation is leisurely entertainment. Seating comfort and cleanliness are the most important attributes for motion picture theaters while cast and script rate highest for motion pictures. This information may influence more of a focus on actions for customer preferences in the endeavor to attract more viewers.