Marketing communication in the evolution of leisure market : case study: Algerian Cinema

Abstract

In this study, the objective was to explore and analyze the use of marketing communication in the evolution of leisure market but, with a focus on communication channels used, marketing communication strategies. The study sample included 4 people, 2 are executive from the Théâtre Régional de Béjaïa,1executive from La Cinematheque de Béjaïa and 1 random cinema participant and a qualitative method was used to collect and analyze data through semi-structured interviews. The results confirmed that digital marketing communication plays an essential role in the promotion of cinema and theatre activities. It enhances the cinema's visibility, give the audience feedback or what to come in future and enables interaction with the public. It was found that digital marketing communication is crucial for promoting films