Abstract

This article seeks to identify the various factors affecting the demand for cinema and effectiveness degree of each factor. In this paper we seek to answer the main question that how much economic, cultural, social, individual and environmental factors affect demand of going to the cinema. In order to find the answer to the aforesaid question through survey, information about a sample of 800 who go to cinema in Tehran is collected. These people are selected through simple random sampling. The collected data have been analyzed via factor analysis and path analysis method. The results show: demand for going to cinema follows economic, cultural, social, individual and environmental factors and with consideration to amount of standard coefficient, it should be said that economical factors and environmental factors respectively have the highest and lowest impact on demand for going to cinema.  

Key words: demand for cinema, economic factors, social factors, cultural factors, environmental factors, Individual factors, factor analysis.