OUTDOOR CINEMA DEVELOPMENT AND ADMINISTRATION AND MANAGEMENT CASE STUDY KAWHOW FILM AND TA PHRA FILM IN 1987 – 2016 A.D.

Abstract

This qualitative research aims to 1) study about the administration of outdoor cinema 1987 – 2016 A.D. 2) study about value and importance of outdoor cinema toward Thai society and 3) study ways of living as well as present methods to sustainably preserve outdoor cinema. This study employs two groups of sampling population: Kawhow Film in Nakonchaisri District, Nakhon Phrathom and Ta Phra Film in Bang Waeg Sub district, Pasri Chareon district, Bangkok. Data were collected from written document and area outreach The data were arranged and analyzed with concepts of Heritage Quality, Knowledge Management, Education as Sustainable Development, Film Business Administration and organization administrative theory. The results indicate that the sampling population shifted their administration styles to suit changes in each period. Those shifts are the results from factors on economic, digital trend, films' intellectual property, cinema technology development, home-entertainment accessibility, and cinema atmosphere. Such the factors resulted in changes of film administration, outdoor cinema process administration, staff administration, and outdoor cinema information administration. Moreover, outdoor cinema plays some parts in shaping Thai society contexts: lifestyles in society, dubbing, vow fulfillment, and social attitudes. However, concerned governmental and private organizations should support outdoor cinema to be a necessary kind of entertainment by displaying it in special occasion or event. In addition, outdoor cinema entrepreneurs should pay attention in selecting films that can enhance audiences' spirit. The entrepreneurs should also be provided right knowledge, attitude, and trend in order to acquire the sustainable development.