Shaping OTT movie consumption through immersive cinema: A qualitative investigation of consumer perspectives

Due to the COVID-19 pandemic, the entertainment sector saw a worldwide disruption with restrictions on outdoor activities. Consequently, consumers turned towards video and music streaming services for their entertainment consumption. Several film studios have taken the digital release route on over-...

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Main Authors: BASU, Avirupa, MANDAL, Pratap C., MURTI, Ashutosh. B., MAKANY, Tamas
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Language:English
Published: Institutional Knowledge at Singapore Management University 2022
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Online Access:https://ink.library.smu.edu.sg/lkcsb_research/7143
https://ink.library.smu.edu.sg/context/lkcsb_research/article/8142/viewcontent/09722629221138375.pdf
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spelling sg-smu-ink.lkcsb_research-81422023-01-20T03:01:55Z Shaping OTT movie consumption through immersive cinema: A qualitative investigation of consumer perspectives BASU, Avirupa MANDAL, Pratap C. MURTI, Ashutosh. B. MAKANY, Tamas MAKANY, Tamas Due to the COVID-19 pandemic, the entertainment sector saw a worldwide disruption with restrictions on outdoor activities. Consequently, consumers turned towards video and music streaming services for their entertainment consumption. Several film studios have taken the digital release route on over-the-top (OTT) sites to avoid revenue losses and indefinite delays. However, these non-theatrical OTT film releases need to experiment with different strategies to bring the experiences to par with theatrical ones. This exploratory study aims to provide insights on whether Immersive Cinema can be used to imitate the physical world through digital simulation on OTT platforms to gain credibility in a competitive entertainment market. We conducted semi-structured, qualitative interviews with 21 consumers and Focus Group Discussions with 14 MBA students to understand perspectives about Immersive Cinema consumption on OTT platforms and its potential when compared to traditional theatrical releases. Using the findings of this study, OTT platforms can curate their new films as a direct alternative to theatrical releases. 2022-12-01T08:00:00Z text application/pdf https://ink.library.smu.edu.sg/lkcsb_research/7143 info:doi/10.1177/09722629221138375 https://ink.library.smu.edu.sg/context/lkcsb_research/article/8142/viewcontent/09722629221138375.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Movie Consumption Over-the-Top (OTT) Thematic Analysis Consumer Experience Immersive Technology Online Entertainment COVID-19 pandemics Strategic Management Policy Technology and Innovation
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Movie Consumption
Over-the-Top (OTT)
Thematic Analysis
Consumer Experience
Immersive Technology
Online Entertainment
COVID-19
pandemics
Strategic Management Policy
Technology and Innovation
spellingShingle Movie Consumption
Over-the-Top (OTT)
Thematic Analysis
Consumer Experience
Immersive Technology
Online Entertainment
COVID-19
pandemics
Strategic Management Policy
Technology and Innovation
BASU, Avirupa
MANDAL, Pratap C.
MURTI, Ashutosh. B.
MAKANY, Tamas
MAKANY, Tamas
Shaping OTT movie consumption through immersive cinema: A qualitative investigation of consumer perspectives
description Due to the COVID-19 pandemic, the entertainment sector saw a worldwide disruption with restrictions on outdoor activities. Consequently, consumers turned towards video and music streaming services for their entertainment consumption. Several film studios have taken the digital release route on over-the-top (OTT) sites to avoid revenue losses and indefinite delays. However, these non-theatrical OTT film releases need to experiment with different strategies to bring the experiences to par with theatrical ones. This exploratory study aims to provide insights on whether Immersive Cinema can be used to imitate the physical world through digital simulation on OTT platforms to gain credibility in a competitive entertainment market. We conducted semi-structured, qualitative interviews with 21 consumers and Focus Group Discussions with 14 MBA students to understand perspectives about Immersive Cinema consumption on OTT platforms and its potential when compared to traditional theatrical releases. Using the findings of this study, OTT platforms can curate their new films as a direct alternative to theatrical releases.
format text
author BASU, Avirupa
MANDAL, Pratap C.
MURTI, Ashutosh. B.
MAKANY, Tamas
MAKANY, Tamas
author_facet BASU, Avirupa
MANDAL, Pratap C.
MURTI, Ashutosh. B.
MAKANY, Tamas
MAKANY, Tamas
author_sort BASU, Avirupa
title Shaping OTT movie consumption through immersive cinema: A qualitative investigation of consumer perspectives
title_short Shaping OTT movie consumption through immersive cinema: A qualitative investigation of consumer perspectives
title_full Shaping OTT movie consumption through immersive cinema: A qualitative investigation of consumer perspectives
title_fullStr Shaping OTT movie consumption through immersive cinema: A qualitative investigation of consumer perspectives
title_full_unstemmed Shaping OTT movie consumption through immersive cinema: A qualitative investigation of consumer perspectives
title_sort shaping ott movie consumption through immersive cinema: a qualitative investigation of consumer perspectives
publisher Institutional Knowledge at Singapore Management University
publishDate 2022
url https://ink.library.smu.edu.sg/lkcsb_research/7143
https://ink.library.smu.edu.sg/context/lkcsb_research/article/8142/viewcontent/09722629221138375.pdf
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