YouTube as a tool of communication with the audience of Ukrainian movies for theatrical release
Abstract
The purpose of the research is to study YouTube as a tool of communication with the audience of Ukrainian movies released in theaters and to determine whether there is a correlation between the number of viewings of Ukrainian movies trailers and other promotional videos in YouTube and cinema attendance. The research methodology is based on qualitative document analysis of trailers and promotional videos of Ukrainian movies and statistical analysis of correlation between the number of YouTube viewings of these videos and cinema attendance at the first weekend of their Ukrainian release (with the help of Pearson correlation coefficient and the coefficient of determination analysis). The scientific novelty of the research is that for the first time such qualitative and quantitative analysis was made based on Ukrainian movies. Conclusions. It was determined that there is a strong correlation between the number of YouTube viewings of Ukrainian movies promotional videos and cinema attendance at the first weekend of their Ukrainian release. Therefore, YouTube popularity of Ukrainian movies promotional videos can be used to predict the cinema attendance at the first weekend of their Ukrainian release.
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