SDCA Journal of Communication and Media Studies

Abstract

The purpose of this research is to identify the preference of the Dominican senior high school students in selecting films and to find out the possible factors affecting their preferences in favoring films. The research method used for this study is the descriptive research design. The respondents for this research are the grades 11 and 12 of the senior high department of the St Dominic College of Asia. Out of the 60 respondents, student responded that they "Moderately Preferred" to the theme as one of the preferences in selecting films with the average weighted mean of 3.37; they are "Moderately Preferred" to direction as one of the preferences in selecting films with the average weighted mean of 3.60; they are "Moderately Preferred" to casting as one of the preferences in selecting films with the average weighted mean of 3.92; they are "Extremely Preferred" to the genre as one of the preferences in selecting films with the average weighted mean of 4.18, and they are "Extremely Preferred" to the trailer as one of the preferences in selecting films with the average weighted mean of 4.01. The researchers recommended that movie directors could focus more on making films that were based on the preferred themes, genres, and casting of the youth today. Student filmmakers should consider relevant and timely themes and genres in making future films considering the youths of today as their audience. Movie producers can improve on audience impact of their film by showing the genre of the movie in trailers so that young viewers will easily screen the film based on their preference.

Keywords: Preference, films, senior high students, genre, theme, casting, trailer, direction.