ANGGARA, Dwi Cipta (2021) Audiences’ Motives for Watching Marvel Movies in Cinema: A Case Study of Avengers: Endgame. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research is entitled Audiences’ Motives for Watching Marvel Movies in Cinema: A Case Study of Avengers: Endgame. The purpose of the research is to find out about why the audiences watch Anthony and Joe Russo’s Avengers: Endgame (2019) in the cinema. The researcher used qualitative method in analyzing the data. The primary data are taken from the results of interviews with 40 participants with different ages, from high school students, college students and adults. Avengers: Endgame is the 22nd film which is also the closing film of a continuous series of marvel films from phase 1 to phase 3. This research focuses on studying various reasons and motives of people as the basis of their action. In addition, the researcher employed Ajzen and Fishbein's Theory of Planned Behavior (1991) to find out the reasons people watch Avengers: Endgame in the cinema. The researcher also employed Maslow’s Hierarchy of Needs Theory (1970) to classify the motives in order to see the strongest motives of the audience to watch Avengers: Endgame in the cinema. The result of this research shows that there are five factors motivating people to watch Avengers: Endgame in the cinema: having more experiences, joining the hype, anticipating the storyline, admiring Marvels’s films and participating for Marvel. These factors are based on their beliefs, assumptions, experiences, thinking time and information.

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