The article is devoted to the influence of economic, social, communicative and marketing factors on the audience and gives a cross-cultural analysis of consuming entertainment services including cinema attendance. Dwelling on the development of such film market segments as on-line cinemas, paid movie streaming, downloading films, games, music, etc.. which broaden the consumers choice and demonstrate the power of theatrical distribution competitors, the authors justify the use of marketing

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... ques (social network promotion, branding and co-branding programs, etc.) for enhancing the audiences commitment and loyalty.