Abstract
This paper aims to collect and study the various trends related to cultural consumption, more specifically behaviors reflecting in movie related consumption and choice (influencing both the habits of movie consumption and the related decision making). The paper summarizes and explores these trends from all major levels: the long term scaling ‘megatrends’ which appear on a global scale (and have major, interconnecting effects that may be perceived over a longer time period); the lower timescale, albeit more relevant ‘trends’ (which already stars to influence and merge into the everyday life of consumers) and their so-called ‘countertrends’ that might appear after reaching a certain threshold (along with certain previous trends’ reemergence), and the ‘latest trends’ where even yearly changes and shifts could be shaping the near future (even before affecting the majority of societies). The main purpose of the study is to systemize the literary sources and approaches to trends from the viewpoint of cultural consumption, through the format of literature study, with the focus point and relevance of this compilation being the movie- and movie related consumption. The paper is carried out under the logical structure of exploring trends and their realization in movie consumption, examining both the generally accepted megatrends (such as the effects of technological progress or the changing pace of life) and also such unique phenomena as movie related aspects of comfort orientation, experiences deemed evident by the consumers, movie induced tourism (due to the popularity of filming locations), or even trends related to movie genres and their popularity. Additionally, the study also seeks to find out how certain trends may elicit their own countertrends through strengthening to the point where the opposite effects start to emerge as well. The results of the study can be useful for marketers to have a better grasp on the movie industry trends and especially for researchers, as it provides an important opportunity to better understand movie consumption and behavior of audiences, which may follow larger overlapping trends.
Highlights
When exploring trends, we can differentiate with three levels according to Törőcsik (2011), where each has different degree of complexity and timescale
These trends, after reaching a certain threshold, may invoke their own ‘countertrends’ and later even the so-called ‘again-trends’ might emerge
Using the basis point of the differently time scaled trends we highlighted in the introduction, we have explored the various movie consumption, and movie choice behavior related trends, while accounting for their emerging opposing phenomena, the countertrends
Summary
We can differentiate with three levels according to Törőcsik (2011), where each has different degree of complexity and timescale. The widest range is represented by the so-called ‘megatrends’ (or base-trends), these are such long-term, 10 to 15 year spread global phenomena, which have unavoidable effects. While ‘trends’ are considered more current, they generally represent a shorter range of 3 to 5 years, while their ever increasing importance already starting to build into the consumer behaviors of many, affecting their purchase decisions and habits. These trends, after reaching a certain threshold, may invoke their own ‘countertrends’ (following the dual nature of humanity) and later even the so-called ‘again-trends’ might emerge (which reinterpret the previously important trends that have faded for a while). The third level is represented by the ‘latest trends’, where even the annual shifts of emphasis may be observed, which point out what phenomena will shape the near future
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