1> From your point of view, which perspective(s) on the consumer behavior (chapt

Question

1> From your point of view, which perspective(s) on the consumer behavior (chapter 1) should we employ to explain this phenomenon? Why? Justify your answer (30+words).

2> Who were the target consumer group(s) of this movie at first?

3> Who are the main consumers of this movie currently? (please cite a relevant source to support your answer)

4> Culture is a critical topic in marketing/business (chapter 3). Discuss how you find culture plays a role in the success of this movie.

LOS ANGELES—“Crazy Rich Asians” isn’t slowing down at the box office even in its third weekend in theaters and is helping to send a strong summer moviegoing season off on a high note.

Studios said the romantic comedy has topped the domestic charts again. Warner Bros. estimates that the film added an additional $28.3 million through Monday. To date, the film has grossed $117 million from North American theaters, passing the lifetime domestic total of 2015’s “Trainwreck,” one of the last big studio rom-com success stories.

“Crazy Rich Asians” could also have one of the biggest Labor Day weekends ever by the time final numbers are reported on Tuesday.

The current four-day Labor Day record sits with 2007's “Halloween” which opened with $30.6 million and some are projecting that “Crazy Rich Asians” could hit $30 million.

It easily won out over the holdovers and a few newcomers, like the Nazi war crime film “Operation Finale” and the sci-fi thriller “Kin.” Warner Bros.’ shark picture “The Meg” took second place with an additional $10.5 million, bringing its global total to $462.8 million. "Mission: Impossible — Fallout," in its fifth weekend, added $7 million for a third place finish.

"Operation Finale" landed in fourth place with $6 million. The film starring Oscar Isaac and Ben Kingsley tells the story of how Mossad agent Peter Malkin captured Adolf Eichmann.

And the John Cho-led computer screen mystery "Searching" performed better than expected in its expansion to 1,200 screens, bringing in an estimated $5.7 million through Sunday and rounding out the top five.

The sci-fi thriller "Kin," with Zoe Kravitz and Dennis Quaid, did not fare as well, and opened outside of the top 10 to only $3 million from over 2,100 theaters.

In limited release, Lionsgate and Pantelion's Spanish-language "Ya Veremos" opened to $1.8 million from 369 locations. And Focus Features' gothic thriller "The Little Stranger" launched on 474 screens to $420,000.

"Pretty much every summer ends with a whimper...that's very typical," said comScore senior media analyst Paul Dergarabedian. "But this is going to be a very strong Labor Day weekend."

The weekend closes out the fruitful 2018 summer movie season. Box office tracker comScore is projecting that the 2018 summer box office will net out with around $4.39 billion, up over 14 percent from last year when the summer didn't even hit $4 billion. Year to date, the box office is up 9.9 percent.

The success of "Crazy Rich Asians'" also propelled an especially lucrative August, up almost 30 percent from last year. But, Dergarabedian warns, September is likely to take a bit of a hit.

"We're going to see a downturn in the year-to-date advantage. Last year 'It' propelled a record-breaking September," he said. "I don't think there's anything of that magnitude this September."

Estimated ticket sales for Friday through Sunday at U.S. and Canadian theaters, according to comScore. Where available, the latest international numbers for Friday through Sunday are also included. Final domestic figures will be released Tuesday.

Explanation / Answer

1> According to various consumer behavior researches, there are three main perspectives to understanding consumer behavior. They are

The best perspective that fits the model in this particular case is the experiential perspective. This is because watching movie is a leisurely activity and is associated with fun and pleasure. It does not necessarily (in most cases) solve a problem or impacted by environmental factors. Also considering that the summer time is usually associated with vacation and leisure, the movie watching is a popular way of spending time with family and friends.

2> The movie opened in USA and globally with a focus on areas where there were large Asian population. The target audience in the USA was people of Asian origin. Asian Americans to be precise, were the key demographics that were targeted by Warner Bros.

3> The main consumers for the movie recently are the white population of the country. According to a report from LA Times, 41% of the viewers are white, 38% are Asians, 11% are Latinos, and 6% of African Americans. This was a shift from the opening weekend when 44% audiences were Asian Americans. (Article: ‘Crazy Rick Asians’ dominates the box office, makes history for representation. Author: Sonaiya Kelley. Website: LA Times)

4> Culturally Asians have always been viewed with a certain stereotypic setup. The Asians in America are considered to be from humble background, hardworking and comparatively frugal people when compared to Whites. This movie breaks that belief. When we think about the Asian people in the USA, we think that they have a poor family background back in Asia. However, this movie breaks that stereotypes and shows that people from Asia not only move to USA for money but for a different lifestyle and other pursuits. This stark portrayal of cultural knowledge has worked well for the movie.

P.S. - it is not allowed to provide URL for the references and links on Chegg. If you search for the article (mentioned within bracket in Q3) on google or yahoo, you should be able to find the link easily.

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