Convenience Versus Experience: Youth Perceptions on the Viability of the Movie Theater in the Streaming Age

• In Event: Research Symposium - Session V

Abstract

The movie industry has been hit hard by the pandemic, closing theaters to the public in order to prevent the spread of COVID-19. Many movie theaters closed permanently over the past two years, unable to stay in operation. Streaming services on the other hand saw a drastic rise in use during the pandemic, allowing audiences to experience new releases and re-watch classics from their homes. Producers, also hit hard economically, also turned to streaming for a way to release their movies with some major films released directly to streaming services for the first time. The closures of the movie theaters paired with the increase and popularity of streaming services has caused some to question the viability of the traditional movie going model. Utilizing online surveys of 75 young adults who regularly watch movies, this study provides insight into streaming’s adoption as a movie watching platform. Findings suggest streaming is now in a late majority stage, according to the diffusion of innovation (Rogers, 2003), and many who were initially reluctant to adopt the technology were driven to adopt it as a way to keep up with peers. Young adults say they prefer streaming for its convenience, cost and diversification. Most felt streaming and direct-to-stream movies are helping the overall movie industry, providing greater diversity of filmmakers, actors, and stories, as well as greater access to movies past and present, without great sacrifices in quality. However, some late majority participants felt traditional theaters provide a nostalgic experience that cannot be duplicated or replaced.

Author

• Danielle F Deavours, Samford University