THE INFLUENCE OF POST-90s AUDIENCE FILM CONSUMPTION ON BOX OFFICE IN THE INTERNET ➕ ERA

Boyang1 Manoch Prompanyo2

1 Ph.D, Candidate, Management, School of Management, Shinawatra University Email: boyang.2612@gmail.com

2 Ph.D, Management, School of Management, Shinawatra University Email: Manoch.p@siu.ac.th

Abstract

It has been more than a hundred years since the birth of cinema, but with its powerful artistic charm, it has already penetrated into the daily life of the public and become one of the most popular mass communication cultures in today’s society. The Chinese film market in 2021 is booming, and the advent of the Internet＋era has made the production of film products merge with the Internet, and the gradual maturation of online marketing platforms has brought new opportunities and challenges to film marketing.

A unique generation, the post-90s, also referred to as the “children of the Internet,” grew up in the Internet era and cannot live without the Internet. Additionally, the post-1990s differ significantly from earlier generations in terms of the idea of movie consumption. The belief that the post-90s generation controls the box office, according to pertinent reports, seems to indicate that this generation holds the lifeline of the movie market and is a consumption power that shouldn’t be undervalued.

Keywords:  Film Consumption  Post-90s    Film Audience   Film Marketing