ANALYTICAL JUSTIFICATION OF MARKETING DECISIONS FOR THE DEVELOPMENT OF CINEMAS IN THE CONTEXT OF CHANGES IN CONSUMER BEHAVIOUR

Abstract

INTRODUCTION. In today's environment, the Ukrainian cinema market is undergoing a transformation caused by crisis events, digitalization, and changing consumer habits. The growing popularity of OTT platforms and the decline in attendance at physical cinemas necessitate a rethinking of marketing approaches to promoting film content.

RESEARCH HYPOTHESIS. The main hypothesis of the study is that the use of an integrated digital strategy based on the brand of a physical cinema can significantly increase the efficiency of launching a new online service.

OBJECTIVE OF THE STUDY. Development of a comprehensive approach to the analytical justification of marketing decisions, which will help to increase the efficiency of domestic cinemas in the context of changes in consumer behavior.

METHODS. The theoretical framework is based on the works of leading scholars in marketing, analytics and management. The empirical basis of the study is Statista statistics on the Ukrainian cinema market, digital analytics tools (Google Trends, Similarweb, Meta Ads Library), financial statements of leading market operators and the results of primary marketing research on consumer behavior.

RESULTS. The article conducts a comprehensive empirical study on the example of Planeta Kino and its newly created online platform Planeta Online, which is seen as a strategic response to changing patterns of movie content consumption. The analysis covered several key dimensions: assessing the competitive environment of the Ukrainian OTT market, identifying typical communication strategies of market players, identifying behavioral barriers that deter potential users, and factors that influence the subscription decision. The analysis covered several key dimensions: assessing the competitive environment of the Ukrainian OTT market, identifying typical communication strategies of market players, identifying behavioral barriers that deter potential users, and factors that influence the decision to subscribe.

CONCLUSIONS. In conclusion, it is proved that emotional messages, referral models, social confirmation, and synergy of an offline brand with an online product are key factors for successful scaling. The proposed strategy has a high economic potential and can be adapted to other participants in the digital entertainment market.

KEYWORDS: analytics; marketing solutions; development; film industry; consumer behavior; digital transformation; OTT platforms; efficiency.