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

• Main Authors: BASU, Avirupa, MANDAL, Pratap C., MURTI, Ashutosh. B., MAKANY, Tamas
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: Movie Consumption; Over-the-Top (OTT); Thematic Analysis; Consumer Experience; Immersive Technology; Online Entertainment; COVID-19; pandemics; Strategic Management Policy; Technology and Innovation
• 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
• Institution: Singapore Management University

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-...