Analysis of the situation of movie theaters in Bogotá, Colombia, before and after the lockdown due to the Covid-19 pandemic.

Abstract

This document aims to study the current needs of movie consumers, their preferences, thoughts, motivations, and the attributes that are part of the entire moviegoing experience, and how they can be reformulated to make this experience enjoyable for the consumer. With the recent pandemic, the cinema industry was one of the most affected sectors, experiencing widespread closures until its reopening in November 2020. However, returning to this 'new normal' is a challenge for the sector, which lost considerable ground to the increasing consumption of streaming during the lockdown months. Now the pressure is on to regain consumer confidence, provide them with the best experience while not compromising safety, and capitalize on those attributes that streaming cannot offer. Thus, this research will seek to explore these aspects surrounding the entire moviegoing experience, allowing for results that lead to a thorough analysis and assertiveness in decision-making to make the right changes, understanding the true opinions of the viewers.