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.
|
