Film marketing is gaining new features every day and is underlying a dynamic development. This work is devoted to two categories of films - art house and mainstream films in European and American markets. Film is a very complex and unique product and therefore requires specific distribution and communication strategies. This thesis analyses the differences in marketing and promotion between art house and mainstream films. The aim of this paper is to explore contemporary means of marketing art house and mainstream films as well as the differences in the perception of these film categories by the viewers. The theoretical part is devoted to set light upon the differences in expectations of the viewer and the various marketing strategies with regard to these film categories. The practical part is dedicated to the analysis of the qualitative research, which was carried out for the purposes of this thesis. The research is based on personal interviews as well as on a questionnaire survey. The conclusion resulting from this research is applied on the hypotheses stated in the beginning of the thesis and discusses the advantages and disadvantages of different marketing tools used by these two film categories as well as their anticipated future development.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113204 |
| Date | January 2011 |
| Creators | Kozak, Ivanna |
| Contributors | Mikeš, Jiří, Postler, Milan |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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