Will cinemas survive the digitalisation of consumption? The role of customer experience in cinema differentiation. / Marie OROSCO / 2022

Titre : Will cinemas survive the digitalisation of consumption? The role of customer experience in cinema differentiation. Type de document : Mémoire Auteurs : Marie OROSCO, Auteur Année de publication : 2022 Importance : 32 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management CINEMA ; CINEMA SECTEUR ; CLIENT Résumé : On 28 December 1895, les frères Lumières organized the very first public cinema screening of a film about the Lumière factories in Lyon, and the cinema was born. From this first 45-second film in black and white and silent format to the technological, technical and creative prowess of today's films, cinema has continued to evolve in many ways: its perception, its creative process, its objectives, its modes of consumption... Cinema has been through wars, industrial and technological revolutions and has therefore evolved from a simple visual entertainment object to a true art in its own right: the seventh art. Since 1895, the ways of consuming cinema have been widely expanded and even multiplied, but the physical cinema, which has existed since its beginnings, still persists today. We will therefore focus on this historical channel in this seminar paper. The physical cinema has been able to resist all these changes and continues to seduce modern society and this is why I would like to understand how the marketing of this product is articulated. We are going to study the evolution of this field through several points of view in order to see if the cinema experience allows it to differentiate itself from other modes of consumption. The world of cinema is undergoing a considerable change today, particularly since the health crisis. At the height of streaming platforms and the availability of a very large amount of content under totally different conditions: without constraints of temporality and localisation, cinema is surviving not without difficulty. Can cinema survive the digitalisation of society? Wouldn't the customer experience created by the physical cinema allow it to resist these changes? Can cinema remain an art form if the physical distribution mode no longer exists? Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572764