Marketingová komunikace v kinodistribuci

• Main Author: Kulhánek, Ondřej
• Other Authors: Tomek, Ivan
• Format: Dissertation
• Language: Czech
• Published: Akademie múzických umění v Praze. Filmová a televizní fakulta AMU. Knihovna 2010
• Online Access: http://www.nusl.cz/ntk/nusl-97111

This thesis should describe the particular fields of the movie marketing communication and their usage during the theatrical distribution cycle. This thesis should also draw the attention to the general context of the theatrical distribution marketing and specialities that can occur within this field. Further, it should observe the film marketing activities directly connected with the particular theatrical distribution field. Last but not least the diploma paper should draw our attention to the development and new tendencies taking place in the modern film marketing communication and theatrical distribution. This diploma paper is divided into the ten chapters. The first part describes the basic aspects of the film marketing communication, the next chapter focuses on the marketing mix in connection with the movie marketing. The follow-up parts examine the movie classification and the related distribution strategies. The fifth chapter is devoted to the questions of the target group and the sixth part contains description of the theatrical distribution advertisement. The following parts call attention to the possibilities of the partnership cooperation, the importance of Public Relations and the power of POS communication. The last chapter examines the internet communication and viral marketing that represent the new trends and possibilities relating to the current theatrical distribution marketing.