Marketing factors used by the Mexican motion pictures production organizations, OPCM, and it´s impact on box office revenues: case study in the Metropolitan Area of Nuevo Leon
DOI:
https://doi.org/10.29105/rinn9.17-4Keywords:
Advertizing, Availability in Theaters, Critics, Pictures, Recommendations, TalentAbstract
This document is intended to capture the marketing factors impact in the spectator purchase decisions of ticket at the box office in Monterrey and it metropolitan area, thereby increasing the income of the Mexican Motion Pictures Production Organizations (OPCM). Reference is made to the Mexican booming film industry of the 40´s generating economic and cultural wealth. We analyze the recent performance of Mexican and U.S. cinema referencing to the years from 2002 to 2007. We discuss some factors that can be used as supporting tools for marketing by de OPCM in their productions, such as special effects, enhancing the club effect, merchandising, genre and film classification, as well as the release date. We study in detail the marketing main factors used by the OPCM: advertising, critics, talent, recommendations and availability in theaters; and through the application of a poll and a linear regression analysis, we determine the impact of these on box office revenues.
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