Abdulkhaliq Farah’s Study Analyses Why Movie Theatres Still Matter in the Age of Streaming Platforms

https://www.wittenborg.eu/masters-thesis-sheds-light-differences-between-cinema-and-streaming-experiences.htm

For his master’s thesis in Digital Marketing & Communication, Wittenborg graduate Abdulkhaliq Farah set out to explore a question that resonates with audiences worldwide: why do people still go to the cinema when streaming is so convenient?

Titled ‘Comparing Cinema and Streaming Experiences: Insights from International Students Studying in Munich, Germany’, the research examined how international students perceive the experiential value of attending cinemas versus watching films on streaming platforms. Abdulkhaliq completed the study as part of his MBM in Digital Marketing & Communication at Wittenborg’s Munich study location, the New European College (NEC).

The study used Bernd Schmitt’s Strategic Experiential Modules (SEM) framework, which analyses experiences through five dimensions (Sense, Feel, Think, Act and Relate), to understand what drives audience choices in the digital age.

Through semi-structured interviews with eight international students living in Munich, the research explored how they decide between the two experiences. The findings revealed that while streaming dominates for its convenience, flexibility and control, movie theatres still deliver unique value through immersion, emotional engagement and social connection.

“I found that people go to the cinema when there’s what I called an experiential surplus,” Abdulkhaliq explains. “That means when the sensory, emotional or social experience outweighs the convenience of streaming. If a film offers big-screen immersion, like ‘Mission: Impossible’ or ‘Avatar’, people want to feel that intensity in a theatre. But if it’s a light comedy or documentary, they’d rather watch it comfortably at home,” he says.

Abdulkhaliq, who is originally from Somalia and grew up in the United Arab Emirates, said his passion for cinema shaped his choice of topic. “I’m purely a movie-theatre guy. Streaming is great for accessibility, but the cinema lets me be completely immersed in the art I’m watching,” the graduate points out.

He also notes that cinema outings can be meaningful social occasions. “Many of my interviewees said they enjoy going to the movies with friends. For them, it’s not only about the film but also about socialising: catching up before or after or just sharing the experience together. That was interesting to me, because I usually prefer going alone. I like to be fully immersed and escape from reality for those two hours.”