This study was conducted to establish a schema of the determinants of cinemagoer choice of cinema in Awka metropolis, Anambra State, Nigeria. Anchored on the Incentive Theory, the study investigated whether and to what extent two incentives (i.e., marketing communications and consumption experience) individually influence cinemagoer choice of cinema. Multiple regression analysis was used to test the formulated hypotheses with the aid of SPSS Version 20.0 software at 5% level of significance. The results from a convenience sample of 323 cinemagoers who attended these neighborhood cinemas on weekends show that the two factors investigated namely marketing communications and consumption experience influence cinemagoer choice of cinema. Finally, the study recommends that Nigerian cinema operators should employ marketing communications and consumption experience strategies to draw more traffic to their cinemas and generate additional revenue.
Keywords: Choice, Cinema, Marketing Communications, cinemagoer, consumption experience
