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Evaluating the Effectiveness of Indian Theatre Advertisements and Solutions: Audience Engagement Through Presence, Attention, Participation, and Connection
Abstract
The study focuses on the influence of narrative performance in theatre advertisements on various dimensions of audience engagement. Theatre advertisements, comprising promotional content showcased before, during, or after cinema screening, target a captivated audience sharing an interest in cultural and artistic experiences. This study investigates the impact of narrative performance on audience involvement, sensory fidelity, adaptation/immersion, interface quality, conscious attention, enthused participation, and social connection. A quantitative research design was employed, with 444 participants selected through random sampling from theatre audiences in Kerala. Data were collected using structured questionnaires, and analysis was conducted using SPSS. Pearson correlations revealed strong positive relationships between narrative performance and all engagement variables. Regression analyses indicated significant predictive power of narrative performance on audience engagement metrics.
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