developing a marketing model for cinematographic situations in iran

The purpose of this research is to present the marketing model of cinema locations in iran. this research is fundamental (first stage) with applied approach (second stage). in terms of nature, it is also in the field of mixed methods (exploratory-descriptive). research data has been collected through five-choice questions with a 5-choice likert scale included in the research questionnaire. in this research, in order to analyze the data obtained from the questionnaire, according to the statistical needs, spss.v24 statistical software and pls.v3 structural equation software were used in the form of descriptive and inferential statistics in the form of linear and multiple regression. the collection tool in the qualitative part will be semi-structured interviews with specialists and experts. the statistical population of the research in the qualitative part includes 15 experts (including experts and specialists in the field of marketing management and cinema industry). the sampling method in the qualitative section is based on the snowball sampling method and judgment until theoretical saturation is reached. also, the statistical population of this research in the quantitative part are all specialists, producers and planners of the cinema industry and private sector investors, 384 people were selected as a statistical sample using the available method. the results of the research in the qualitative part revealed 201 codes in line with the purpose of the research, which were categorized into 34 categories.