Investigating Factors Influencing Chinese Cinephiles in the Post-Pandemic Era.

The COVID-19 pandemic has reshaped China's film consumption, moving audiences from theaters to over-the-top (OTT) platforms. This study delves into the factors molding the preferences of Chinese cinephiles in this new era, particularly emphasizing the dynamic interplay between OTT platforms and traditional cinema. Leveraging a survey conducted in Tier I cities, encompassing 656 participants, this research scrutinizes demographic variables, technological influences, and consumption patterns. Findings illuminate intriguing trends: while females exhibit a slight inclination towards OTT platforms, males marginally favor traditional cinemas. Notably, young adults aged 21 to 25 emerge as avid users of both platforms. Additionally, smartphone usage prevails, with 70% accessing OTT services via mobile devices. Despite perceived challenges posed by OTT platforms, a majority envision their dominance in the future of the film industry. Genres such as comedy, drama, and action remain the favorites among cinemagoers, reflecting evolving viewing preferences amidst changing consumption landscapes. [ABSTRACT FROM AUTHOR]