ผลกระทบจากการขยายกิจการโรงภาพยนตร์มัลติเพล็กซ์ต่อระบบสายหนังในประเทศไทย / ชญานิน ธนะสุขถาวร = The impact of multiplex theater expansion on provincial film distribution system in Thailand / Chayanin Tanasuktaworn
The objectives of this research are to explore the attitude and behavior of the film audiences towards multiplex theaters in Thailand, to find out the scenario of domestic film distribution system and to examine the changes and trends of film distribution system in Thailand. The results of the audiences’ attitude survey indicate that most multiplex audiences are female, aged between 18 to 22 years old. Their average income is less than 10,000 baht per month. Most of them are students and learn about multiplex theaters through TV commercials. They usually go to the theaters with friends, at least once a month, preferably on Sunday. They like multiplex theaters that are located in the department stores most. Their favorite movies are foreign action movies. They prefer Thai dubbed versions to original soundtrack. The subjects consider multiplex theaters as places for relaxation suitable for regular visit, provided that the price is not too high. As regards their attitudes towards the components of the multiplex theaters, it is found that they particularly like the sound system, the screen system and the projector. The results of in-depth interviews show that nowadays the provincial film distribution in Thailand has been reduced from 6 to 4 distributing zones, namely, the Eastern Zone, the Northern Zone plus 8 central provinces, the Northeastern Zone and the Southern Zone. There are currently 6 distribution companies in business. The interview also reveals that the changes and trends of domestic distribution system in Thailand can be classified into 4 aspects: the organization structure of the distribution companies, the pattern of buying and selling films, film delivery and the support of domestic film production.
