Omnichannel marketing communication management in movie distribution at pehagengsi
Erwan Sudiwijaya,
Budi Dwi Arifianto,
Oki Cahyo Nugroho
Abstract:Generation Z in Java and Bali prefers to watch films via streaming, online and download services (51.54%) compared to watching movies in cinemas (33.89%). These teenagers proposed creating a particular atmosphere when watching films, such as in groups or festivals. This is thought to enhance the viewing experience, making it more social rather than individualistic. This research aims to describe the omni-channel strategy used by Pehagengsi to distribute films to Gen Z film lovers. Researchers used qualitative … Show more
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