Abstract:

This paper details the deep emotional connection young adults have with movies and the distinct actions, behaviors and attitudes involved in their movie selection process. It demonstrates that young adults, and MTV viewers in particular, are passionate about a wide range of movie genres and are key consumers in the DVD aftermarket. It reveals the existence of a core group of enthusiasts who wield tremendous power and influence. Known as the Influentials, these moviegoers seek out information from a broad range of personally relevant sources, which, in turn, allows them to serve as the trusted resource for their friends and family.