Been there, streaming that: Media substitution, brand equity, and moviegoer attitudes towards streaming blockbuster films

This paper explores how the major studios’ decision to release blockbuster movies on streaming services during the COVID-19 pandemic altered moviegoers’ perception of the theatrical experience. The study utilizes qualitative textual analysis of Twitter/X conversations to analyze how moviegoers’ attitudes toward streaming blockbuster movies changed across various phases of the pandemic. Operating within the framework of media substitution theory, the research highlights how brand equity and social word-of-mouth (sWOM) influence consumer attitudes towards streaming services as a potential substitution for the traditional moviegoing experience. The findings offer significant implications for industry practices and contribute valuable insights for future scholarly research in this area.