The purpose of this study was to compare leisure attitude of movie-going and behavioral characteristics of movie-goers, and then to suggest some implications for

marketing of movie-going in connection with leisure activity. For this purpose, from Jun. 1st to Jul. 31th, the on-site survey was conducted for 250 respondents, who had watched movies in movie theaters recent1y(within 1 month). The results of correspondence analysis indicated that factors of leisure attitude and behavioral characteristics of movie-going were interrelated. On the concrete, affective attitude seemed to have strong relationships with family/relatives/ husband(or wife) and weekdays. Likewise, behavioral attitude was related strongly with friend, friday, and evening, while cognitive attitude was correlated firmly with sweethearts, weekends/holidays, and afternoon. Accordingly, to attract actively movie-goers and to support a role of movie-going and its importance as a leisure activity, it would be necessary to develop various movie-package programs and associated, derivative goods.