A Study On The 90's Generation Movie Consumption And Its Impact On Movie Industry In Mainland

With the success of movies like “Tiny Times” series,“The Continent "," Lost in Thailand”,a special movie audiences came into view.That is the 90's generation.With its unprecedented enthusiasm,they helped to push the mainland movie box to a new high,having created the so-called “box office myth” again and again.In 2014,there are reports saying “90's generation has grasped the fate of the box office”,which seems to be the official declaration of the innegligible consumer force of the 90's generation.Growing in the Internet age,the 90's generation was reckoned as “the child of the Internet” or “Internet Indigenous People”.Internet has become their life gene.At the same time,they also have a special label—“the only child”.The 90's generation audience rely not only on the Internet,but also on a variety of communities to achieve self-identity.The movie consumption of the 90's generation has its distinctive features.In order to accurately grasp the characteristics of their movie consumption and their value,I made 4000 samples of questionnaire of the 90's generation and another 25 samples of field research in Suzhou.These are all first-hand data which forms the basis of the analysis of their consumption behavior and consumer tastes.The reason why I chose Suzhou as the research destination is because its floating population is 310900 more than its resident population(by the end of 2015 Suzhou's resident population is 6670124,floating population is 6981000).Also,76% of the floating population come across the country,rather than Jiangsu province.They are representatives and work in different fields.By the end of 2015,Suzhou has 84 movie theatres,512 movie screens,and came the 10 t h in the ranking of the country's urban box office.The big movie market and its large number of immigrants give it typical significance for market research.Through SPSS analysis,the 90's generation's way of getting movie information and tickets,their watching channels,viewing frequency,viewing companionship,and their type preference,style preference,their attitudes and value towards realistic works and romantic works all showed up.Beside from that,the impact of some background factors like age,sex,education and salary are also revealed.It shows that the Internet is the main source for them to know movie information,get tickets and watch movie.They often see a movie with friends and lovers and it is an important social activities for them.Most of them go to a movie theatre more than 5 times a year.They watch movies to meet their emotional requirements and to kill time.They enjoy watching comedy,science fiction film and romantic story.Two thirds of the audience dislike realistic works and literary films.The innate “Internet thinking” of the 90's generation and the “Internet +” industrial ecology transformed the traditional movie viewers into movie consumers.As a result,movies are pushed to be released and the content creation of the movie industry are greatly influenced.In order to meet the “light reading” taste of the 90's generation,industry has showed a tendency of “light creation”.Many movies are good in box office while bad in reputation.The polarization of the box office and reputation is very serious.Many movies are so unrealistic that the 90's generation feel it hard to accord it with the real world.In the long term,it will surely affect their identity with the national culture.The movie markets which are dominated by the 90's generation has problems whether it's in the age structure of movie viewers or the structure of the movie itself.These problems are more obvious especially when compared with the American counterparts.C hinese movie industry must face those problems directly if it wants a sustainable and healthy development.It should produce movies which are diversified,segment the movie market,perfect the market structure and take up its mission to produce content which are constructive for cultural ident ification.