The influence of marketing communication items on demand of new experience-based products: A research on the cinema sector

The number of films released continues to increase every year in the cinema sector. Pre-vision marketing communication activities of new films are of great importance for attracting audiences. The aim of this study is to reveal the effects of pre-vision the communication activities of the traditional print media and social media (Instagram, Twitter, Youtube) on the number of audiences at the first weekend. The data of Turkish films with the highest turnover between 2014-2017 was compiled and a regression analysis was performed. As a result, it has been determined that pre-vision traditional print media and social media communication activities of the cinema sector were effective on the number of audiences at the first weekend. It has been observed that, trailers published on Youtube take the first place as being the most effective marketing communication activities on the demand. The traditional print media activities that are still effective, take the second place. The results of the study are important in terms of demonstrating that the combination of traditional printing and social media communication activities in the cinema sector has an impact on demand.