PERCEPTION OF CINEMA AND FILM WATCHING HABITS OF UNDERGRADUATE STUDENTS IN KHYBER PAKHTUNKHWA

Abstract

This study investigated the Perception of Cinema and Film Watching Habits of Undergraduate Students in Southern Khyber Pakhtunkhwa province. It aimed to determine the perception of cinema, film watching preferences (content wise) and the way they prefer watching movies. Cross-sectional survey method of research was applied to conduct the study and questionnaire was used as a data collection tool. The data was collected from 150 respondents through random sampling technique. The data indicated that 71.3% of the respondents were engaged at times to watch movies from time to time but the study found that cinema was not preferred by majority of the respondents as more than 70% stated they don’t prefer watching movies at cinema. As an alternative source to watch movies the majority 55.3% respondents replied that they accessed android phones for the said purpose. The data analysis showed that most of the respondents enjoyed watching films alone and more than 37% respondents liked comedy genre.