Marketing, Management 

The study was conducted to determine the comparative analysis of cinema
and online movie streaming toward Baby Boomers and Gen X viewers in Barangay
Molino II. Respectively, this study was designed to describe the demographic profile
of the participants, the frequency level of the participants in terms of watching
through cinema and online movie streaming, and the level of user experience of
participants in cinema and online movie streaming. The study also determined the
following: the difference between the frequency level of cinema and online movie
streaming according to their generation; the difference between Baby Boomers’ and
Gen X viewers’ user experience in terms of cinema and online movie streaming; the
difference between the level of user experience of the viewers when grouped
according to their age bracket; the difference between online movie streaming and
cinema movie watching in terms of their user experience.
Throughout the years, viewing movies have become a part of entertainment
to people in all walks of life. Movies were primarily utilized through screens
accompanied by sounds enabling the viewers to see and hear the whole experience.
Watching movies are one of the factors that influence people’s point of view,
decision, and behavior. It is also a good source of motivation for people to change for
the better.
As time passed by, viewing different kinds of movies have evolved from
cinema to online movie streaming. Advance technology is one of the key factors why
we can watch movies anywhere as long as there is an internet and electronic devices
such as smart phones, smart TV, computers, and many more. All people including
the older adults are allowed to utilize online movie streaming for their personal
purposes.
According to the results, cinema got the higher results of user experience with
a general weighted mean of 3.58 from the participants while online movie streaming
got a general weighted mean of 3.41. It shows that the sub-variables measuring the
user experience in cinema such as Importance of watching movie and social context
of movie watching got more favorable response compared to purpose of watching
movie. Meanwhile, the sub-variable that got more favorable response in measuring
the user experience in online movie streaming is purpose of watching movie
compared to importance of watching movie and social context of movie watching.
The results also showed that Gen X most especially aged 49 to 56 years old were
more active in watching movies whether in cinema or online movie streaming
compared to Baby Boomers. In addition, Baby Boomers aged 57 to 65 years old and
66 to 75 years old were more particular when it comes to the special effects and
storyline in a movie. 

xvii, 103p.; cm. 

Includes references and appendices.

ADRIANO, MARY ANTONETTE A., APUYA, ELLA MAE B., ARDIENTES, MA.
LOUJIE JEAN L., and LUCAY-LUCAY, JOYCE ANN D. Comparative Analysis of
Cinema and Online Movie Streaming toward Baby Boomers and Gen X Viewers
in Barangay Molino II. Undergraduate Thesis. Bachelor of Science in Business
Management major in Marketing Management. Cavite State University – Bacoor City
Campus, City of Bacoor, Cavite. January 2023. Adviser: Prof. Emmanuel N. Lecaros.