MARKETING COMMUNICATION TO PROMOTE THE FILM “LA LA LAND” (2016)

บทคัดย่อ

This study aims to investigate the marketing communication strategies used to promote the movie La La Land (2016) through Film Viewing Club events in Guangzhou, a first-tier city in southern China. The study targeted 1,548 members of the “Hao De Yi” Film Viewing Club, with a sample size of 406 respondents using Taro Yamane's formula. The data was collected using a structured questionnaire designed to capture demographic information, audience satisfaction and motivations for attendance. Descriptive statistical methods, including percentages, means and standard deviations, were used to analyze the data.

The results highlight the application of the AIDA model — Attention, Interest, Desire and Action — in influencing audience behavior. In the “attention” category, scored highly for quality theater experiences (mean = 3.911) and interactive activities such as singing (mean = 3.906) were rated, while “interest” was triggered by visually appealing event posters (mean = 3.906) and giveaways (mean = 3.862). In the “Desire” category, identified exclusive merchandise (mean = 3.744) and the quality of the theater (mean = 3.729) were cited as the main motivators. In the “action” category, participants tended to share their experience on social media (mean = 3.658) to increase the reach of the event through electronic word of mouth (eWOM). This study highlights the importance of integrating artistic and thematic elements into marketing strategies, utilizing social media platforms and creating hybrid online-offline engagement models. The findings contribute practical insights for film marketing and provide a framework for improving audience engagement in the digital age.