An exploratory study on local moviegoers' reception towards local films in Singapore

• Main Authors: Song, Lili, Dairianathan, Brian Ashley, Wong, Linus Changyi
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/51292
• Institution: Nanyang Technological University

This exploratory research investigates local moviegoers’ reception towards local films in Singapore. Current statistics regarding the viewership of local films reveal that many indigenous films were not received favourably in terms of box office receipts. It is proposed that the poor box office performance may be related to poor publicity and negative perceptions towards these films. To understand consumers’ attitudes and perceptions toward local films, three focus groups were conducted. Through critical questioning and analysis it was discovered that poor publicity and negative perceptions of local productions were indeed important reasons that explain the unfavourable reception. As this study is exploratory in nature and only investigates two reasons behind the unfavourable reception, it is hoped that future studies can shed more light on these findings and explore other factors that influence movie viewership. In all, this study aims to provide filmmakers and policy-makers in the film industry with a better understanding of consumers’ attitudes towards local films. This will be useful to them in nurturing Singapore’s emerging film scene.