Vloga tiskanih filmskih plakatov v dobi elektronskih medijev

Gliha, Ajda (author), Boh Podgornik, Bojana (mentor)

Filmski plakat je spremljevalni material filma že od njegovega nastanka. Imel je pomembno vlogo vzpostaviti komunikacijo z občinstvom in občinstvo privabiti k ogledu filma. Filmska industrija pa je skozi leta doživela veliko sprememb na vseh področjih svojega delovanja, tako pri produkciji filma kot tudi pri oglaševanju filma. Zaradi napredka v tehnologiji, pojava elektronskih medijev in sprememb pri oglaševanju filma sta vloga in prihodnost tiskanega filmskega plakata vprašljiva. Cilj diplomskega dela je bil ovrednotiti pomen filmskih plakatov in jih umestiti v sodobni čas elektronskih medijev. Pri delu smo uporabili kvalitativno metodo in izvedli polstrukturiran individualni intervju s tremi osebami. Pridobljeno gradivo smo analizirali po postopku kvalitativne vsebinske analize s pomočjo kodirnega protokola. Tako smo določili glavno kategorijo – filmski plakat in pet podkategorij – delo s plakati, pomen plakatov, tehnologija in internet, oblikovanje plakatov in oglaševanje. Znotraj vseh podkategorij je nastalo 15 kod. Glavne ugotovitve raziskave pa so: filmski plakat ima še zmeraj pomembno vlogo pri oglaševanju filma in je tudi ena izmed glavnih vizualnih podob določenega filma. Njegovo vlogo so v današnjem času dopolnili z drugimi komunikacijskimi sredstvi, kot so oglaševanje prek družbenih omrežjih in spletnih strani, a se plakatu še zmeraj nameni dovolj pozornosti. Ljubitelji filmskih plakatov so tisti, ki pripomorejo k njegovemu ohranjanju in tudi k njegovi prihodnosti, saj nekateri med njimi filmske plakate tudi izdelujejo in tako obstajajo različne verzije plakatov za določen film. Značilnost majhnih filmskih produkcij je bolj sproščeno delo z večino zaposlenih pri določenem filmu in tudi manj pravil pri oblikovanju filmskega plakata s strani oblikovalca, medtem ko imajo večje produkcije bolj strogi način oblikovanja in manj svobode pri delu. Filmska industrija je kot vsaka druga industrija v današnjem času, konkurenca je velika, zato mora vsak film nameniti dovolj sredstev za oglaševanje, torej marketing. Poznamo veliko novih načinov oglaševanja filma in videli bomo, kaj še sledi. Filmski plakati pa nas bodo še naprej spremljali, sploh zaradi tega, ker je to tradicionalna glavna podoba filma in ker imajo ljubitelje po svetu. Mogoče jih bomo v prihodnosti videli samo še v elektronski obliki, ne zdi pa se verjetno, da bodo izumrli.

• Language: Slovenian
• Keywords: filmski plakat, elektronski mediji, tiskani mediji, vpliv, oblikovanje, oglaševanje filma
• Work type: Bachelor thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2017
• PID: 20.500.12556/RUL-92747
• Publication date in RUL: 03.07.2017

Secondary language

• Language: English
• Title: The role of printed movie posters in the age of electronic media

Abstract

A movie poster has been an accompanying material of movies from their origin. It has had an important role to establish communication with the audience and invite the audience to watch the movie. Movie industry has experienced a lot of changes at all areas of its working, with production as well as promotion. Progress in technology, appearance of electronic media, and changes in advertising have caused that the role and future of printed movie posters is questionable. The goal of the diploma thesis has been to evaluate the meaning of movie posters and place them in the modern time of electronic media. We have used quantitative method and performed half-structured individual interview with three people. The gained material has been analyzed with the procedure of quality content analysis with the help of code protocol. Therefore, we have defined the main category (a movie poster) and five sub-categories (working with posters, the meaning of posters, technology and the internet, designing of posters, and advertising. There have been 15 codes inside all sub-categories. The main findings of the research have been: a movie poster still has an important role with advertising of a movie and it is one of the main visual images of a certain movie. Nowadays, its role has been added with other communication means, such as advertising on social media and websites, however, the movie poster still has enough attention. The fans of movie posters are the ones who help its preservation and its future. Some of them even make their own posters and therefore, there are different versions of posters for a certain movie. It is typical for small productions that the work of most employees for the specific movie is more relaxed; on the other hand, bigger productions have stricter ways of design and less freedom at work. The movie industry is the same as any other industry in the modern times. There is a lot of competition; therefore, each movie should have enough means for advertising, in other word marketing. We know a lot of new ways of advertisement and we will see what follows. Movie posters will accompany us because they are a traditional main image of a movie and because they have fans all over the world. The future might bring them only in electronic form. However, it is not likely that they will die out.

• Keywords: movie poster, electronic media, print media, influence, design, promotion of a movie.