Central European Business Review 2016, 5(1):29-36 | DOI: 10.18267/j.cebr.142

Target Audience of Live Opera Transmissions to Cinema Theatres from the Marketing Point of View

Radek Tahal1, V�clav St��tesk�2
1 Mgr. Radek Tahal, Ph.D., Assistant Professor, Department of Marketing, Faculty of Business Administration, University of Economics, Prague, W. Churchill Sq. 4, 13067 Prague, Czech Republic, [email protected]
2 doc. Ing. V�clav St��tesk�, Ph.D., Assistant Professor, Department of Marketing, Faculty of Business Administration, University of Economics, Prague, W. Churchill Sq. 4, 13067 Prague, Czech Republic, [email protected]

Opera has a famous history and even the present-day repertoire in opera houses mostly consists of classical and well-known works. Marketers are trying to find new ways that would enable opera lovers all over the world to enjoy top quality performances. One of the most successful models is real-time transmissions of operas to geographically remote cinemas. Cinemas from all around the world participate in the project. In this paper, the authors analyze the spectators' profile and point out differences between North America and the Czech Republic, focusing on transmissions of performances by the Metropolitan Opera in New York. The authors submit a detailed analysis of the socio-demographic characteristics of the spectators and the attendance frequency. Special attention is paid to the marketing profile of Czech spectators, based on primary data gathered in the research. The paper is a combination of research report and business case study. The study reveals that female visitors prevail. Elderly people are also represented in high percentages. The spectators are characterized by refined taste in their lifestyles and familiarity with modern technology.

Keywords: live opera transmissions; event cinema; target audience; marketing profile
JEL classification: M31

Received: December 13, 2015; Revised: March 8, 2016; Published: March 30, 2016  Show citation

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Tahal, R., & St��tesk�, V. (2016). Target Audience of Live Opera Transmissions to Cinema Theatres from the Marketing Point of View. Central European Business Review,�5(1),�29-36. doi:�10.18267/j.cebr.142
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