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Uspešnost slovenskega mladinskega filma
Koch, Eva (Author), Petek, Polona (Mentor) More about this mentor... This link opens in a new window

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Abstract
Cilj diplomskega dela je osvetliti pomen dobro izdelanega načrta komunikacijske strategije za promocijo domačih mladinskih filmov in predstaviti njegov vpliv na uspešno vzpostavljanje stika med filmom in gledalci, ki se kaže kot visoka gledanost filma v kinematografih. Tako kot vse kapitalistično naravnane industrije si tudi filmska prizadeva za uspešno prodajo svojega izdelka na trgu. V načinu tržnega pridobivanja potrošnikov za svoj izdelek pa je evropska filmska industrija, katere del je tudi slovenska filmska krajina, nekoliko drugačna, saj ji umetniški ugled pomeni več kot poslovni uspeh. Kljub temu se slovenska filmska industrija zaveda pomena promocije, zaradi katere lahko film opravi svoje poslanstvo in vzpostavi komunikacijo z občinstvom. Izvajanje dobre tržno-komunikacijske strategije pa terja tudi ustrezna finančna sredstva. Slovensko filmsko ustvarjanje temelji na sistemu javnih subvencij, pri čemer je nizek delež finančnih virov namenjen promociji filmov, vseeno pa se filmski ustvarjalci borijo za pridobitev ustrezne kinodistribucije preko skrbno izbranih elementov filmske komunikacije, ki vplivajo na uspešnost slovenskih mladinskih filmov.

Language:Slovenian
Keywords:mladinski film, tržno komuniciranje, promocija, financiranje, uspešnost
Work type:Bachelor thesis/paper (mb11)
Organization:FF - Faculty of Arts
Year:2019
Views:297
Downloads:116
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Secondary language

Language:English
Title:Economic performance of Slovenian youth films
Abstract:
The aim of the thesis is to highlight the importance of developing an effective marketing strategy plan for the promotion of Slovenian youth films, along with presenting its influence on such a successful creation of the contact between the viewers and the film that it would result in getting a higher cinema viewership. Like all other market industries the film industry itself tries to make all possible efforts for a good sale of its products on the market. Slovenian feature film production belongs to the European film industry which is, however, somehow different from the above- mentioned industries in its way of building consumer loyalty attention, namely by emphasizing the fact that the artistic impression should prevail over economic benefits. However, the Slovenian film industry is well aware of the importance of the promotion which may enable a film to fulfill its mission and create the communication with the audience. Anyhow, the implementation of effective marketing communicative strategies require substantial additional financial resources. The Slovenian film production is based on the current system of public grants which give a relatively low share of financial resources dedicated to the film promotion. Nevertheless, the filmmakers are struggling to obtain an appropriate cinema distribution through carefully selected elements of film communication which have an impact on the economic performance of Slovenian youth films.

Keywords:youth film, marketing communications, promotion, financial resources, economic performance

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