Saudi Audiences’ Perceptions of Cinema-going: A Field Study Based on the Theory of Uses and Gratifications

Abstract

Objectives: This study aims to explore the cinema-going habits of Saudi audiences, identify the factors influencing their decisions to watch films, and analyze behavioral changes in film viewing since the reopening of cinemas in 2018. It also evaluates audience satisfaction with the cinema experience in Saudi Arabia.

Methods: This descriptive study employed a survey methodology using an electronic questionnaire as the data collection tool. The sample included 1,013 Saudi participants residing in Riyadh who attend cinemas. Guided by the Theory of Uses and Gratifications, the study examined attendance patterns, film preferences, and the cultural, social, and economic factors affecting cinema-going decisions.

Results: The findings revealed that Saudi audiences attend cinemas somewhat regularly, preferring weekend evenings and favoring action films, particularly American productions. Venue quality and location significantly influenced theater choice, while recommendations from friends and family played a substantial role in shaping preferences. Statistically significant demographic differences in cinema-going patterns were observed based on age, gender, occupation, education level, and income.

Conclusions: Understanding Saudi audiences’ cinema-going behavior provides valuable insights for stakeholders in the film industry, supports the enhancement of the cinema experience, and aids in the development of effective marketing strategies aligned with Saudi Vision 2030.