A Study on Women discount at film theaters using "Pia"

Abstract

This paper deals with the history of Women discount at film theaters in 1980s-90s. Using cinema sections of a Japanese magazine "Pia", this paper shows when and what kind of theaters started women discount, how the theaters offering women discount increased, and the character of the theaters offering women discount. In addition, we analyze the difference between 1980s women discount and 1990s women discount.