STUDY OF FACTORS INFLUENCING THE CAPACITY OF THE CINEMA MARKET IN BELGOROD

ABSTRACT

The article deals with the situation of the cinema market capacity in the city of Belgorod and possible factors influencing its increase. Market capacity is the total consumption of a particular good or service in the market, produced by all manufacturers for this market. At the moment, no entrepreneur can do without information about competitors, customers, consumers, suppliers. The development of market relations leads to a demand for information. Market research is the source of this information. The aim of the research is to determine the factors that can influence the level of cinema market capacity in Belgorod on the basis of the data obtained in the course of questionnaire survey among students of Belgorod State University.

Keywords. factors, market capacity, cinemas, services, demand.

Introduction

A market capacity or market demand study involves determining the volume of sales in a particular market, including a particular product, good or service, over a certain period of time.

In order to develop a company, you have to subtract market capacity every year. Cinemas are no exception. The capacity of the Russian film distribution market in 2020 decreased by 58.8%, or RUB 32.6bn, compared to 2019. The Cinema Fund noted that the market decline was due to the suspension of cinemas for four to nine months and other restrictions related to the coronavirus pandemic. At the same time, the rate of drop in box office receipts was curbed thanks to Russian cinema, which compensated for the absence of foreign premieres at the box office.

Belgorod's cinemas have not been spared from this trend. Therefore, in this article, we will examine what factors can contribute to increasing the market capacity of cinemas in Belgorod, based on the research conducted and the recommendations highlighted.

Main part

The survey results made it possible to identify the most important criteria that are important to respondents when choosing a cinema. For example, respondents gave preference to such criteria as ticket price, convenient location of the cinema, and variety of films (see Diagram 1).

Diagram 1: Distribution of students' answers to the question: "What factors are decisive for you when choosing cinemas?"

Conclusion

The study showed that the leading factor that affects the level of market capacity is ticket prices, the main criterion when choosing a cinema for students is also the price, as well as the discount system. The prices of food and drink in the cinema are no less influential on market capacity, but as the study showed, many people do not buy food and drink in cinemas at all.

The factor of the number of screenings per evening and night will also affect the capacity of the cinema market. Since most students prefer going to the cinema in the evening, a low number of screenings may discourage them from choosing to spend their leisure time at the cinema. Here, not only an increase in the number of screenings, but also the rental of interesting and popular blockbusters can affect the level of hanging market capacity.

In order to increase the market capacity of cinemas like Raduga and Pobeda, renovations need to be made and the equipment needs to be updated. At the same time, advertisements need to be launched to include innovations.

The study answered a number of research questions regarding the leading factors for increasing the capacity of the cinema market in the city of Belgorod. The criteria for evaluating cinemas were identified. It was possible to identify students' satisfaction with cinemas in the city of Belgorod. Problems were also identified and recommendations for solving them were formulated.

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