You know, humans love to see films at the cinemas, and we can include with us candy, popcorn and coke. Watching the films is making ourselves in good mood, and we like it at cinemas, both with the nice films, the advertising before the film, and with all the chatting and the experiences we can have, and that is a similar feeling in Copenhagen, Stockholm, Oslo, Reykjavik and Helsinki. And we can study films at cinema where there is located a cinema, and that can be in villages, towns and cities.
We love going out from our homes, and watching the films at the cinema from time to time. And after the films have been shown at the cinemas, they are coming on the TV-channels, and hence we can see them at home, being alone or together with other people.
Why was the cinema created? The primary purpose behind most commercial films, of course, was to make a profit, and any film that wanted to attract and keep an audience had to be appealing and entertaining. And the idea was that the people at home could go out, meeting other people, and seeing the films as they were launched in the markets, together with other people. And of course, we want to create social ennvironments, and social climates where the audience felt themselves welcome!
The first public Kinetoscope demonstration took place in 1893. By 1894 the Kinetoscope was a commercial success, with public parlours established around the world. The first to present projected moving pictures to a paying audience were the Lumière brothers in December 1895 in Paris, France.
What is the purpose of cinemas? The prime purpose of cinema is to serve social cause, not entertainment. The basic purpose of a film festival is to evolve cinema and not merely attract tourists. It is of course desirable if a film festival becomes catalyst to enhance cinema-tourism. And in addition to these tourists, we can offer the cinema to anyone at home having the desire to watch a film away from home, and that person can be anybody with any status.
The cinema is a setting where we are meeting target markets with people with different wishes, positions, geography, social class and many other things, and we need to find how different groups of customers are operating in the same ways and the different ways. A cinema is a brand, and we need to use brand labels to show what the brand is, and what the content in the brand should be. And in any cinema, there should be something to show, for instance advertising and the film. So, this is about information, marketing, strategy and financial economics. Information is about making and distributing data to the pleasure of the employees and the customers. Marketing is about getting a product into a market, and the market philosophy is about giving a product and maybe a brand to the customers with a profit as a wish, and market philosophy is about giving the product to the markets with getting satisfaction from the customers. Strategy is about using prices and/or service and/or quality to get an advantage or a benefit to the firm with offering the product in the markets. And the product is always the most important thing in marketing. And financial economics is about getting profits on selling the products with reasonable and acceptable prices. And any product like the cinema in question, is about offering different films to the target market, and we should earn profit on what we are selling. And information, marketing and strategy are used.
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Sverre Larsen
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