Culture-Bound Items in the Formation of the Cinema Audiences

The article is devoted to the influence of economic, social, communicative and marketing factors on the audience and gives a cross-cultural analysis of consuming entertainment services including cinema attendance. Dwelling on the development of such film market segments as on-line cinemas, paid movie streaming, downloading films, games, music, etc.. which broaden the consumers’ choice and demonstrate the power of theatrical distribution competitors, the authors justify the use of marketing techniques (social network promotion, branding and co-branding programs, etc.) for enhancing the audience’s commitment and loyalty.