Multi-hall Studios Location Choice Of Assessment Model Study

Movie is a special commodity which is both cultural wealth and economic resource. With the reform of movie system and implementation of the theater chain in China, multiplex cinemas have boosted the growth of box-office revenues. Establish the cinema in the suitable position and obtain the priority is the key to success. Therefore, it has certain theory and realistic meanings to study the multiplex cinemas locational decision, which is an important problem in the development of the motion pictures industry.By reviewing the summary of the results of study of location choice of commercial entertainment facility and cinemas, the thesis classifies the influencing factors of the multiplex cinema's location, containing market, competition, potential, space closing and traffic. Based on the analysis of the developing characteristics and spatial distribution characteristics of multiplex cinemas in China and the experiences of relevant studies in China and overseas, the thesis chooses nineteen assessment indices reflecting the aspects of demography, movie consumption, traffic, competition and potential, and establishes a new framework for the location choice of multiplex cinema at the first attempt.Based on the relevant studies, the thesis extracts fourteen assessment indices reflecting the aspects of demography, movie consumption, traffic, competition and potential, and establishes a new framework for the location choice of multiplex cinema. Based on the results of expert questionnaires, it utilizes the Analytic Hierarchy Process to obtain the weight of assessment factors and assessment mdices and quantifies the assessment indices. The sequence from high to low of the priority of the assessment factors is: demography, movie consumption, competition, traffic and potential. Furthermore, it discusses the difference of the weights in the selection of factors between the theater proprietors and specialists in programming. All of Chi-square tests have not passed the 0.05 significance level except educational level, which suggests that no significant deviation exists among assessment factors and assessment indices except educational level.The thesis regards urban area of Hangzhou as the sample. Using the evaluation system of the location choice of multiplex cinemas with the judgment of specialists, it appraises the alternatives by Fuzzy Synthesis Assessment. The result turns out that theoriginal site of Taipingyang cinema is the best choice (Project 3). The study provides assistance to the investment decision making of A Group, and makes a successful application of theory into practice.