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Paris Champerret
Madrid
London
Paris Montparnasse
Turin
Berlin
This work is divided in four parts. It starts with a secondary analysis of the engagement theory, describing the concept, its component and how engagement can be achieved. Secondly, the most relevant entertainment players, which represent a competitor of the cinematic industry, are described. Thirdly, a brief analysis of the current cinema situation is reported, taking into account how major event, such as the Covid 19 crisis, impacted the industry and customers' preferences. Lastly, a primary research is conducted to aim to define what are italian Gen Z preferences and expectations, define which actions could increase their engagement with movie theaters and possibly identify possible evolutions of the industry.
