Experience of audience while watching movies in theatres vs OTT

Watching movies is always a big form of entertainment for audience. Customers always prefer best experience while consuming a product/service. Cross examination of these two platforms, give us a better understanding during this technology changing & covid pandemic times. To understand the significance of customers and overall experience with selection of movie watching platform and effect of marketing mix during covid pandemic. The research is conducted through a structured questionnaire & survey method. Entire data used for study is primary data collected from people around by spreading questionnaire through offline (in-person survey) and online (google form) medium to 302 participants. The study identified that OTT platforms are rapidly penetrating market, still majority of audience are interested in watching movies at movie theatre. There is only minimal effect of marketing mix tools on consumers to choose medium. And majority of audience feel movie watching experience during this covid pandemic with either of the platforms is good/ very good.