Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
RESEARCH REPORT
ON
RAJEETA PUN
ROHINA SUWAL
SANIM AMATYA
SURUCHI POON
DATE:
Either it is to release your stress or have a good weekend or just for the sake of having fun,
visiting movie halls have become more or less a life style for people in Kathmandu. Despite of
people belonging to any age group watching movies and going halls have become a dominant
source of entertainment. We believe this is happening due to the fact that the scenario of halls has
changed drastically over the years. Slowly and gradually the number of people visiting movie
halls has been increasing. The main objective of our research was to survey the current movie
hall visiting habits of people in Kathmandu. Similarly, we wanted to determine the influence of
various variables and the influence of nature of movie shown in the hall upon number of people
visiting the hall. Likewise we wanted to determine the influence of age group and the influence
of show time upon the number of people visiting the movie halls.
In order to fulfil the objectives, questionnaire was used to collect the data and information from
55 respondents who belonged to the age of 16-45 and most of them were student. Among them
we found out that 84% of them visited movie halls often whereas the remaining 16% did not visit
the movie halls often. It was also seen that most of the respondents wants to visit the movie halls
with their friends for afternoon shows during weekends. Similarly, many of the respondents visit
movie halls at QFX and shopping malls and purchase their tickets on the spot at the movie halls.
Most respondents also said that they choose the movie halls based on the quality over cost and
convenience.
Through this research we can say that peoples habit of visiting movie halls is growing slowly
since movie halls has been a great source of entertainment for people. The movie halls are
upgrading steadily to provide better quality services to satisfy and attract customers and convince
people to visit movie halls often.
LIST OF TABLES
Cont
CHAPTER I................................................................................................................................................1
INTRODUCTION.......................................................................................................................................1
1.1 BACKGROUND OF THE STUDY..................................................................................................1
1.2 STATEMENT OF PROBLEM...........................................................................................................2
1.3 OBJECTIVES....................................................................................................................................2
1.4 SIGNIFICANCE OF THE STUDY...................................................................................................3
1.5 LIMITATION....................................................................................................................................3
CHAPTER II...............................................................................................................................................4
REVIEW OF LITERATURE.......................................................................................................................4
2.1 LITERATURE REVIEW...................................................................................................................4
2.2 THEORETICAL FRAMEWORK.....................................................................................................5
2.3 CONCEPTUAL FRAMEWORK......................................................................................................6
CHAPTER III..............................................................................................................................................7
RESEARCH METHODOLOGY................................................................................................................7
3.1 RESEARCH DESIGN.......................................................................................................................7
3.2 SOURCES OF DATA........................................................................................................................7
3.3 POPULATION AND SAMPLE SIZE...............................................................................................7
3.4 DATA COLLECTION AND ANALYSIS TOOLS.............................................................................7
CHAPTER IV.............................................................................................................................................8
DATA ANALYSIS AND INTERPRETATION............................................................................................8
4.1 DATA TABULATION AND REPRESENTATION...........................................................................8
4.2 MAJOR FINDINGS AND INTERPRETATION.............................................................................21
CHAPTER V.............................................................................................................................................23
CONCLUSION.........................................................................................................................................23
5.1 CONCLUSION...............................................................................................................................23
Bibliography...............................................................................................................................................24
ANNEX.....................................................................................................................................................25
CHAPTER I
INTRODUCTION
Page | 1
3. facilities. Again these high standard halls are of two types according to the location. One
is hall situated individually, just for purpose of showing 2D and 3Dmovies ( eg;QFX
Kumari,QFX Jai Nepal) and other is the hall situated in the shopping malls( eg;QFX at
Civil mall and Big Movies at City Centre). Second types of halls charge premium for the
service as well as other services like shopping,gaming,food court etc that customers can
enjoy under one roof. Main attraction for this type of hall is its high quality picture and
sound for 3D,4D and 8D movies.
Whether people choose to go to movie hall without any influence of delightful infrastructure or
do those services have significant impact on peoples choice of movie hall.
1.3 OBJECTIVES
PRIMARY OBJECTIVE:
SECONDARY OBJECTIVE:
To determine some of the variables that influence peoples habit of visiting movie halls
To determine the influence of nature of movie shown in the hall upon number of people
visiting the hall
To determine the influence of age groups upon number of people visiting the hall
To determine the influence of show time upon number of people visiting the hall
Page | 2
This research provides us with an opportunity to explore in the field of movie hall
business. It also provides the feedback of peoples interest and habit of visiting movie
hall. Apart from that it would provide us to know why people visit movie hall and what
factors effect habit of visiting movie hall.
1.5 LIMITATION
Page | 3
CHAPTER II
REVIEW OF LITERATURE
Several studies have been conducted all around the world on this topic similar to this with
varying reasons.
Market researcher,James Vicary (1957) conducted his research into subliminal messaging. He
used the movie theatre in Fotr Lee,New Jersy, and over a six week period he tested subliminal
messaging in over 4500 movie goers. Study is perhaps most famous as it was one of the first of
its kind-large scale investigation into the power of subliminal messages conducted on the public.
In this study text based subliminal messages were displayed much faster than the human eye can
see-they flashed on the screen for 3/1000s of 1 second-and they were displayed once every 5
seconds. Results were taken by comparing the current six weeks sales of sales of Coca Cola and
popcorn to sales figure from the previous six weeks. The difference was phenomenal;popcorn
sales had risen by 57% and Coca Cola sales rose by 18.1% showing eating habits at the movie
hall.
Research conducted by David Van Duuren(2008) on the relation between personality and
preference for either art house or main stream movies. Here the study was to find out whether
personality and the scores of the items on art house preference statement score were related or
not. The analysis showed that art house preference statements score is predicted by the
personality trait openess. The total established variance (R2) is 23.7%.
Page | 4
2.2 THEORETICAL FRAMEWORK
Cost/Quality:
Before visiting any movie halls people first want to know the cost and quality or facilities of the
movie hall. Mostly, people seek for that movie hall which has low cost and better quality or
facilities.
Types of movie:
Different people have different choices of movies. People prefer to watch those movies in which
they are interested. Therefore, they visit movie hall only when the type of movie they prefer to
watch is release.
Age of people:
Visiting movie halls also differs from the age of the people. We see youngsters visiting movie
hall more often than others. We rarely see old people and children visiting movie halls.
Show time:
People prefer to visit movie hall mostly in weekends than in working days. If people go movie
hall on working days then students prefer to go afternoon show where as working people prefer
to go to evening or morning show.
Occupation:
Different people have different occupation and thus have different income level. So it affects
how often people visit movie halls.
Page | 5
2.3 CONCEPTUAL FRAMEWORK
Cost/ Occupation
quality
Age of
people
Page | 6
CHAPTER III
RESEARCH METHODOLOGY
The method for sources of data is interview. Questionnaires were used to collect the data from
the respondent. Questionnaire consists of various types of question such as Likert scale, multiple
response questions. Likewise a structured questionnaire design was used.
Primary sources:
The basic method of our research is direct personal interview. We interviewed the general
people interested in visiting movie hall.
Secondary source:
The internet reports, websites regarding entertainment business.
Sample size
Page | 7
CHAPTER IV
Frequency Percent
yes 46 83.6
No 9 16.4
Frequency Percent
weekends 35 63.6
Total 54 98.2
Missing 55 1 1.8
Total 55 100.0
Page | 8
Table 3: Which show time do you prefer?
Frequency Percent
afternoon 23 41.8
evening 17 30.9
Total 55 100.0
Cumulative
Frequency Percent
Total 54
Missing 55 1
Total 55
Page | 9
Table 5: Which type of hall do you prefer?
Frequency Percent
Total 55 100.0
Frequency Percent
quality 28 50.9
convenience 11 20.0
Total 54 98.2
Missing 55 1 1.8
Total 55 100.0
Page | 10
Table 7: With whom do you prefer to go to halls?
Frequency Percent
friends 27 49.1
alone 2 3.6
collegues 8 14.5
others 4 7.3
Total 54 98.2
Missing 55 1 1.8
Total 55 100.0
Page | 11
Frequency Percent
drama 4 7.3
sci-fi 1 1.8
action 7 12.7
romance 18 32.7
thriller 4 7.3
animated 2 3.6
horror 1 1.8
Total 55 100.0
Frequency Percent
online 7 12.7
Total 55 100.0
Page | 12
Table 10: The price being charged is reasonable?
Frequency Percent
agree 12 21.8
neutral 23 41.8
disagree 10 18.2
Total 55 100.0
Frequency Percent
26-35 19 34.5
36-45 6 10.9
Total 55 100.0
Page | 13
Table 12: Occupation of respondents
Frequency Percent
student 31 56.4
employed 19 34.5
Total 55 100.0
Frequency Percent
female 30 54.5
Total 55 100.0
Page | 14
Figure 1: Do you often visit movie hall?
90
80
70
60
50
40 percent
30
20
10
0
yes no
According to the above figure, among the 55 respondents 84% like to often visit movie halls
whereas the remaining 16% do not often visit movie halls.
70
60
50
40
percent
30
20
10
0
weekdays weekends
According to the above figure, among the 55 respondents 34% visit movie halls in weekdays and
64% of them visit movie halls in weekends. And 2% of the respondents did not answer the
question.
Page | 15
Figure 3: Which show time do you prefer?
45
40
35
30
25
20 percent
15
10
0
morning afternoon evening
According to the above figure, among the 55 respondents 27% prefer morning shows, 42%
prefer afternoon show and 31% prefer evening show.
45
40
35
30
25
20 percent
15
10
0
once a week once a month specific movie
According to the figure, we can see that mostly people visit movie halls once a month i.e. 38%
and 36% visit movie halls at least once a month and when specific movie is released respectively
and 24% visit movie halls once a week. And among the respondents, 2% did not answer the
question.
Page | 16
Figure 5: Which type of hall do you prefer?
45
40
35
30
25
20 percent
15
10
0
halls at shopping mall halls at qfx general halls
Most of the people prefer QFX halls( 42%) and 40% people prefer halls at shopping malls and
18% prefer general halls.
60
50
40
30
percent
20
10
0
cost quality convinience
Most people visit movie halls on the basis of quality (51%), then on the basis of cost 27% people
choose movie halls and lastly on the basis of convenience 20% people choose halls. And 2% of
the respondents did not answer the question.
Page | 17
Figure 7: With whom do you prefer to visit movie halls?
60
50
40
30
percent
20
10
0
family friends alone colleagues other
Maximum people prefer to visit movie halls with friends (49%), 24% prefer to visit with family,
14% prefer to visit with colleagues, 7% prefer to visit with others than the above options and 4%
prefer to visit alone. And again 2% did not answer the question.
35
30
25
20
percent
15
10
0
comedy drama sci-fi actin romance thriller animated horror
Most of the people prefer comedy and romance each 33%, 13% prefer action, 7% prefer drama
and thriller, 4% animated, 2% sci-fi and 1% horror.
Page | 18
Figure 9: How do you book/ purchase tickets?
60
50
40
30
percent
20
10
0
phone online advance purchasing on the spot
16% people prefer to book tickets through phone, 13% online, 15% do advance purchasing and
56% do on the spot purchase.
45
40
35
30
25
20 percent
15
10
0
strongly agree agree neutral disagree strongly disagree
11% people strongly agree, 22% agree, 42% neutral, 18% disagree and 7% strongly disagree the
price being charged is reasonable.
Page | 19
Figure 11: Age of the respondent
60
50
40
30
percent
20
10
0
16-25 26-35 36-45
60
50
40
30
percent
20
10
0
unemployed student employed
Page | 20
Figure 13: Gender of the respondent
56
54
52
50
48
percent
46
44
42
40
male female
The main concern of this research was to know the movie halls visiting trend of people in
Kathmandu. 55 was our sample size. The age group of the respondents to whom the
questionnaires were distributed were between 16- 45. On the basis of our research, we found that
there were only few people who did not visit movie halls often .Most of the people visited movie
halls and among them mostly students visited the movie halls rather than other people. People
visits movie halls in both week days and weekends and according to our research we got to know
that due to their busy schedule most of the people preferred to visit movie halls in weekends
rather than week days. There are different schedules for the show time in the movie hall in
Kathmandu i.e. morning, afternoon and evening. Among these schedules of show time, mostly
people preferred to visit movie halls in afternoon time. According to the research, we found that
people visited movie halls either once a week or once a month or when the specific move is
released. People go to watch movies mostly in the halls at QFX as they are more satisfied with
the facilities provided in QFX rather than other movie halls in Kathmandu. Our research also
showed that people visited movie halls only if the quality and facilities provided by the halls are
good or that satisfy them rather than the cost of the tickets in halls and peoples convenience.
People go to watch movies with their families or friends or colleagues or sometimes alone. But
most frequently people visit movie halls with their friends rather than other people. We find
Page | 21
different types of movies that are shown in movie halls like comedy, drama, sci-fi, action,
romance, thriller, animated, horror and so on. Different people have different taste of movies and
as per our research we found that mostly people preferred to watch comedy and romance movies
than other movies. Almost all movie halls provide different facilities to purchase tickets of
movies such as through phone, online purchase, advance purchasing and on the spot purchase.
People feel more ease in purchasing tickets of movies on the spot rather than purchasing through
other ways.
Nowadays people visit movie halls not only to watch movies but they also look for the better
facilities, quality of the halls, sound system, seating arrangement and many more. They also
experience delightful infrastructure and best facilities provided by halls.
Page | 22
CHAPTER V
CONCLUSION
5.1 CONCLUSION
The movie hall visiting trend of people in Kathmandu is seen more interested and people often
visit movie hall to watch their favorites movies. 84% people often visit movie halls of the age
mostly (16-25) the youngster, mostly youth are attracted towards the habit of visiting movie halls
in Kathmandu. Most of the peoples occupation is student and female are in higher number
mostly interested to visit movie halls. (51%) people choose movie halls on the basis of quality,
they prefer the quality of the hall, the movie showing quality, the food quality, the environment
quality while choosing movie halls and mostly the qualitative movie hall seen in Kathmandu is
QFX movie halls. Mostly people prefer to go to movie with their friends, as students are mostly
interested to visit movie halls.
Most people go to visit movie halls once a month and highly the movie halls are pack during the
afternoon show during the weekends as mostly people wants to enjoy their holiday watching
movies and spending time with family & friends. Most of the people prefer comedy and romance
each 33%, 13% prefer action, 7% prefer drama and thriller, 4% animated, 2% sci-fi and 1%
horror. Most of the people visit movie hall to watch mostly comedy movie and romantic movie
whereas less people visit movie hall to watch sci-fi movie and horror movie. Many people
purchase the movie ticket on the spot and mostly of afternoon show time as all of them prefer to
finish their work time and have a relaxing time with their friends and family during the afternoon
time.
Visiting movie hall nowadays has become like a trend in Kathmandu, as soon as peoples
favorite movies is released, they visit movie halls. Either at shopping halls movie halls, OFX or
other general halls. When peoples favorite and like for the certain movie comes they care about
the price of ticket , quality of halls , their show time and their dear ones to watch with at movie
halls. Visiting movie hall has become a common thing mostly for students or people age of (16-
25) they use their most of the weekends in visiting movie halls to watch movie with their friends.
So, we can see that the movie hall visiting habit trend in Kathmandu has become more common
and more interested habit of people to enjoy their weekend and take a break from their work and
to spend time with their friends and family. It has become one of the main sources of
entertainment business.
Bibliography
Page | 23
subliminal+messages/articles/15/james+vicary+famous+subliminal+movie+threatre. (n.d.). Retrieved
from www.zimbio.com: http://www.zimbio.com
bbsccms/assets/flies/mkt/digicinema/brochures/digital_cinema_4k_research_sheet8.pdf. (n.d.).
Retrieved from www.pro.sony.com: http://pro.sony.com
Page | 24
ANNEX
Interview schedule on movie hall visiting habit of people in Kathmandu
No of responses: 55
We are students from Ace institute of management. As the part of our academic activities for the
fulfillment of our course we have been assigned to accomplish this project. We have conducted a
study on movie hall visiting habit of people in Kathmandu valley. All the information obtained
through this questionnaire will be kept secretly confidential and will be used only for the purpose
of the research and the topic for the project in movie hall visiting habit of people n Kathmandu
valley. So please don't hesitate to answer frankly. Hope you will cooperate sincerely. "Thank
you"
Gender:
Age:
Occupation:
Page | 25
a) Halls at shopping mall
b) Halls at QFX
c) General halls(Gopi Krishna, Guna, Astanarayan ,Bishwo Jyoti)
Page | 26