Blue oceans in the United States motion picture industry: Christian action films

by Brown, Melvin E., Iii, D.B.A., CAPELLA UNIVERSITY, 2015, 136 pages; 3688805

Abstract:

Blue oceans as described by Kim and Mauborgne denote industries not yet in existence or the unknown market space. A blue ocean opportunity may exist for producers of Christian action films in the U.S. motion picture industry. Film producers could exclude an unknown amount of Christians desiring to see action genre films and their potential revenue from the theaters. An unknown market may exist for innovative films that methodically exclude profanity, excessive violence, and sexually based content, but exert a relatable plot, intense action, and a subtle underlying Christian message. Christian movie-goer preferences were analyzed with linear regression regarding certain movie components. Movie-goer data was collected in a sample of 200 protestant, non-denominational action movie viewers. The independent variables were ticket price and the likelihood of ticket purchase. The dependent variables were perceived film components including sexual content, profanity, graphic violence, immoral behavior, intense action, strong plot, sermonizing, and entertainment value. The data was collected with a Likert scale. The linear regression analysis results indicated no significant relationships between the independent and dependent variables. However, potential viewers of secular and Christian based films favored strong plot and entertainment value. The data also indicated that sexual content and extreme graphic violence components created unfavorable responses and slightly negative effects on ticket prices. These findings indicated that further study is required to determine potential value innovation in films that combine the favorable components of films and reduced negatively perceived components among patrons of Christian movies.

AdviserJudith Blando
SchoolCAPELLA UNIVERSITY
Source TypeDissertation
SubjectsBusiness administration; Marketing; Management
Publication Number3688805

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