Consumer Behavior : Avatar the Movie
Executive summary
This report analyses the reasons behind the success of the movie Avatar. Focusing on elements of consumer behavior, which led to a mass following of the movie worldwide. An analysis will be undertaken and recommendations will be given for the industry and future releases.
Table of Contents
1.IntroductionPage 4
2. Consumer Identity Page 5
2.1 Consumer decision process Page 5
2.2 Self Esteem Page 6
2.3 Virtual Identity Page 7
2.4 Sexual Identity Page 8
3. Culture Page 9
3.1 Avatar’s Culture Page 9
3.2 Past and contemporary culture Page 9
3.3 New Cultures, New Consumption Page 10
4. Motivations and Value Page 11
3.3 Needs Wants and Motives Page 11
3.3 Desire and involvement Page 12
5. Conclusion and recommendations Page 13
6. References Page 15
7. Appendixes Page 19
1. Introduction
Avatar is a Movie directed by James Cameron that has simply broken the worldwide box office records (Rosenberg, 2010). It also broke the records in terms of costs. Hollywood was under a lot of pressure prior to the launch because of the low DVD sales figures. Avatar was a real bet in an unfriendly environment and it succeeded. The movie Avatar came with the ambition to standardize 3D cinema to start the 3D era which came at a cost for customers: a 2 to 5 dollar premium on the tickets (Stanley, 2010). The movie tells the story of a disabled marine who goes with his squadron to Pandora in order to colonize a planet rich in natural resources Pandora 's local civilians are of course against the oppression and will not surrender. The marine then virtually enters one of the autochthones body with the help of the “Avatar” technology. He becomes attached to the local tribe and falls in love with one of its members and begins an epic battle against the earthmen. So what are the actual reasons for this success? Well the obvious financial one is the premium price tag, which impacted significantly the overall revenue. The second reason will
This report analyses the reasons behind the success of the movie Avatar. Focusing on elements of consumer behavior, which led to a mass following of the movie worldwide. An analysis will be undertaken and recommendations will be given for the industry and future releases.
Table of Contents
1.IntroductionPage 4
2. Consumer Identity Page 5
2.1 Consumer decision process Page 5
2.2 Self Esteem Page 6
2.3 Virtual Identity Page 7
2.4 Sexual Identity Page 8
3. Culture Page 9
3.1 Avatar’s Culture Page 9
3.2 Past and contemporary culture Page 9
3.3 New Cultures, New Consumption Page 10
4. Motivations and Value Page 11
3.3 Needs Wants and Motives Page 11
3.3 Desire and involvement Page 12
5. Conclusion and recommendations Page 13
6. References Page 15
7. Appendixes Page 19
1. Introduction
Avatar is a Movie directed by James Cameron that has simply broken the worldwide box office records (Rosenberg, 2010). It also broke the records in terms of costs. Hollywood was under a lot of pressure prior to the launch because of the low DVD sales figures. Avatar was a real bet in an unfriendly environment and it succeeded. The movie Avatar came with the ambition to standardize 3D cinema to start the 3D era which came at a cost for customers: a 2 to 5 dollar premium on the tickets (Stanley, 2010). The movie tells the story of a disabled marine who goes with his squadron to Pandora in order to colonize a planet rich in natural resources Pandora 's local civilians are of course against the oppression and will not surrender. The marine then virtually enters one of the autochthones body with the help of the “Avatar” technology. He becomes attached to the local tribe and falls in love with one of its members and begins an epic battle against the earthmen. So what are the actual reasons for this success? Well the obvious financial one is the premium price tag, which impacted significantly the overall revenue. The second reason will
References: COMEGYS C , 2006 . Longitudinal comparison of Finnish and US online shopping behavior among university students: The five-stage buying decision process Journal of Targeting, Measurement and Analysis for Marketing , Palgrave Macmillan, Jul 2006): 336-356. COUREY G , 2010 , 'Avatar ' filmmaker promises to help indigenous Tribune Business News , Washington , 12 May 2010. EVANS M , 2010 The talk of twitter in 2010 , (online) (last updated February 1st 2010 ) available at http://blog.sysomos.com/2010/02/01/the-talk-of-twitter-in-2010-so-far/ accessed on 1st December 2011 GARDINER , N , 2009 , Is Avatar an attack on the Iraq War? (online) (last updated on December 12th 2009 ) available at http://blogs.telegraph.co.uk/news/nilegardiner/100019656/is-avatar-an-attack-on-the-iraq-war/ , accessed on December 8th 2011 HICKERSON M, 2011 Jackson, Spielberg Say 3-D Starting to Backfire (online) (last updated July 22 2011) available at http://www.sliceofscifi.com/2011/07/22/jackson-spielberg-say-3-d-starting-to-backfire/ Last accessed 2nd December 2011 SHUCKER L , 2009 , 'Avatar ' Seeks Out a Mega-Audience --- Market Research Shows Mixed Levels of Interest Among Potential Ticket-Buyers for the 3-D Movie Wall Street Journal [New York, N.Y] 11 Dec 2009: B.7. SOLOMON, M et al , 2010 Consumer behavior a European perspective, Prentice hall STANLEY T , 2010 , Avatar Era Raises Stakes for Movie Marketing , 2010 , Adweek, Vol. 51 Issue 23, p13-16, 2/3p, 1 TAULL, 2010 , Entrepreneur 's Journal: Business Lessons from Avatar 's James Cameron , (online) ( last updated on Jan 31st 2010 available at http://www.bloggingstocks.com/2010/01/31/entrepreneurs-journal-business-lessons-from-avatars-james-cam/ accessed on 4th December 2011 XBOX AVATARS, 2011 , available at http://www.xbox.com/en-US/live/avatars , accessed on December 10th 2011