"THE IMPACT OF INSTAGRAM MEME CULTURE ON AUDIENCE RECEPTION AND BOX OFFICE SUCCESS IN TAMIL CINEMA: AN EMPIRICAL STUDY IN CHENNAI"

<p>This study explores how Instagram meme culture influences audience response and box become a popular form of entertainment and opinion-sharing on social media, especially Instagram, this research examines their effect on film perception, interest and viewing choices. The main objectives are to understand how memes related to Tamil films shape audience interest, influence perceptions of actors and stories, and impact decisions to watch movies in theatres. A quantitative approach will be followed using a survey of 200 respondents aged 18 to 35 in Chennai, conducted via Google Forms. The survey will assess how frequently participants engage with film-related memes and how these interactions affect their movie preferences and decisions. The study expects to find that Instagram memes serve as informal yet powerful promotional tools that influence young audiences. The findings will contribute to digital media and film marketing research by highlighting the role of online culture in shaping audience behavior in regional cinema.</p>