ABSTRACT Although box office receipts for the theatrical release of movies have remained consistently high over the past decade, this tends to mask a slow erosion in the frequency of movie-going among the Australia population. Australians, it appears, are gradually losing the habit of going to the movies. This decline sits in marked contrast to increasing numbers of audiences preferring to engage with cinematic content through VOD and other digital platforms. Our engagement with industry stakeholders highlights the concerns of the Australian distribution and exhibition sectors of the industry about competition from a range of competing leisure and entertainment opportunities for Australian consumers. In this paper we argue that it is vital for the local industry to revise its current model of movie-going audiences, in order to better understand what consumers think about the ‘cinematic experience’ and how they value this experience in relation to the variety of competition from other leisure and entertainment experiences. We outline the opportunities to draw from insights across multiple disciplinary fields, in particular to explore the implications of applying ‘the customer journey’ to understanding the variety of social and material factors which may be in play in informing the decision-making of movie-going audiences.

中文翻译：

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与澳大利亚电影业合作，了解电影欣赏经验

摘要尽管在过去十年中，剧院上映电影的票房收入一直保持较高水平，但这往往掩盖了澳大利亚人口看电影的频率缓慢下降的趋势。看来，澳大利亚人正在逐渐失去去看电影的习惯。与数量减少的观众形成鲜明对比的是，越来越多的观众希望通过VOD和其他数字平台来观看电影内容。我们与行业利益相关者的合作突显了澳大利亚分销和展览行业对来自澳大利亚消费者的一系列休闲娱乐机会竞争中的关注。在本文中，我们认为，本地行业必须修改其当前的电影观众模式，为了更好地了解消费者对“电影体验”的看法，以及他们如何评价这种体验与其他休闲和娱乐体验带来的各种竞争相关。我们概述了从多个学科领域的见识中汲取机遇的机会，尤其是探索运用“客户旅程”来理解各种社会和物质因素的含义，这些因素可能会影响电影导演的决策过程听众。