Goals of work were realized. A lot of analysis of marketing process were made. Questionnaire´s research of customer satisfaction accomplished. I evaluated present state of business multicinema Cinestar based on the results. Company Cinestar will have to put more emphasis on marketing. Fight for viewers of this company with competing multiplexes are in several places in Czech republic already. Increasing influence of others, especially multimedia recources, provide to potential customers of multicinema entertainment and leisure activities. In subsequent years we can expect further growth in these two largest competitors. Proposed measures to improve the current situation can lead to an increase attendance, according to my estimate, by 10% to 15%. Measures increase the level of services and better meet the needs and requirements of the audience. The work should primarily serve management CineStar as a source of information and suggestions to improve the current state of services primarily in the direction of the audience. It focuses on feedback requirements and needs of viewers and thus help the management of CineStar to more deeper understanding. The proposed measures are the logical result and an estimated contribution to society and enhance competitiveness, for the establishment, are not negligible. Work can serve to the public and students as study material of issues of marketing management and operation of multicinemas, and offers scope for further detailed examination of individual characteristics.

The thesis deals with information system for multicinema. In general, it is about project and largely realization software which can manage relevant information in multicinema organization. The first part is introduction and study of programming platform for construct information systems. In general they are PHP, DOT NET and J2EE. There is also description of related technologies for remote desktop and web clients too. The second part is about analysis. The most important chapters contain determination requirements and database schema for persistent storage data. At the end of this part analysis class diagram is mentioned too. The third part is about projection and about software realization using J2EE technologies EJB, JSP and so on. Selected segments of the system are described using UML diagrams. The appendix contains index to abbreviations. Main addition is compact disk containing complete documentation and created software (source codes, binaries).