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The influence of environmental elements in a cinema movie auditorium during pre-show advertisements : an investigation of the influence of lighting illumination and sound level on the level of recall and recognition of cinema advertisements

Spoler, Ronald (2014) The influence of environmental elements in a cinema movie auditorium during pre-show advertisements : an investigation of the influence of lighting illumination and sound level on the level of recall and recognition of cinema advertisements.

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Abstract:The number of cinema visitors is still growing in the Netherlands. When visitors are in the movie auditorium, advertisements are shown before the movie starts. Most of the time these advertisements are from local organizations, who pay the cinema theater for this. Previous research showed cinema advertisements can be effective, but is it possible for cinema theaters to increase that effectiveness? In many environments it is possible to affect customers with environmental cues or elements, but is this also possible in a movie auditorium? Current research has investigated if lighting illumination and sound level have influence on the remembrance of pre-show advertisements in cinemas. Study 1 found that if lights are (semi)dimmed in the movie auditorium, people recalled or remembered more advertisements. This was also the case when the sound level was low. The second study monitored the influence of these environmental elements on the behavior of visitors in the movie auditorium. Study 2 found that dark movie auditoriums decreased the amount of talking of visitors and increased the attention to the screen. High sound levels increased the attention to the screen and decreased the amount of talking. Based on the two studies, the conclusion is that environmental elements in the movie auditorium do have an impact on the processing of pre-show advertisements of cinema visitors. Study 2 adds explanations for the behavior, and also the underlying processes that played a role. For cinema theaters and (potential) advertisers, this research can be very useful. Manipulation of the sound level is the first step for them, because that is the most dominant environmental element in the movie auditorium. Next, they can investigate if dimmed lights are also effective and desirable for visitors, because it is not only about the effectiveness. The attitude and pleasure of visitors are also very important factors for cinema theaters too.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/65020
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