Publication Type

Journal Article

Version

publishedVersion

Publication Date

12-2022

Abstract

Due to the COVID-19 pandemic, the entertainment sector saw a worldwide disruption with restrictions on outdoor activities. Consequently, consumers turned towards video and music streaming services for their entertainment consumption. Several film studios have taken the digital release route on over-the-top (OTT) sites to avoid revenue losses and indefinite delays. However, these non-theatrical OTT film releases need to experiment with different strategies to bring the experiences to par with theatrical ones. This exploratory study aims to provide insights on whether Immersive Cinema can be used to imitate the physical world through digital simulation on OTT platforms to gain credibility in a competitive entertainment market. We conducted semi-structured, qualitative interviews with 21 consumers and Focus Group Discussions with 14 MBA students to understand perspectives about Immersive Cinema consumption on OTT platforms and its potential when compared to traditional theatrical releases. Using the findings of this study, OTT platforms can curate their new films as a direct alternative to theatrical releases.

Keywords

Movie Consumption, Over-the-Top (OTT), Thematic Analysis, Consumer Experience, Immersive Technology, Online Entertainment, COVID-19, pandemics

Discipline

Strategic Management Policy | Technology and Innovation

Research Areas

Strategy and Organisation

Publication

Vision: The Journal of Business Perspective

First Page

1

Last Page

13

ISSN

0972-2629

Identifier

10.1177/09722629221138375

Publisher

SAGE

Copyright Owner and License

Publisher

Additional URL

https://doi.org/10.1177/09722629221138375

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