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Comparative Study of Jihlava International Documentary Film Festival and Academia Film Olomouc Marketing Communications in the Year 2012
Drozdová, Alexandra ; Bezouška, Martin (advisor) ; Dolanský, Pavel (referee)
The aim of this thesis is to describe the phenomenon of documentary film festival marketing communications in domestic environment. It does so by synthesis of knowledge from several theoretic marketing fields with practical analysis of case studies of Jihlava International Documentary Film Festival and Academia Film Olomuc communication activities in the year 2012 and their following comparison. Basic theories of documentary film, classical marketing, art marketing and film marketing are presented in the first two chapters of the thesis. These also familiarize the reader with film festival characterized as a special event and illustrate the film festival marketing specifics in general but also the documentary film festival focused point of view. The purpose of this part of the thesis is to establish a theoretical basis for case studies to be presented in subsequent chapters. The case studies are presenting history and organization structures of both festivals, but primarily are examining the marketing communications means they use by descriptive method. They concern advertising, communication in the place of festival, sales promotion and direct marketing, public relations, new media and creative execution of festival campaigns. Comparison of all these in combination with theoretical part provides...
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Film festival marketing: Summer Film School Uherské Hradiště 2014
Vrzalová, Lucie ; Šobr, Michal (advisor) ; Halada, Jan (referee)
The aim of this thesis is to confirm or disprove the hypothesis that the specific programme focus of Summer Film School Uherské Hradiště, which is the education of the audience in the field of film and cinema, directly affects its marketing communication and is significantly reflected in it. This was done though description and subsequent analysis of the marketing communication of the 40th Summer Film School. The work explores the phenomenon of film festivals and the Summer Films School as a specific film festival with an educational programme. It places the subject of film festival communication within a theoretical framework and builds on the theoretical findings on marketing in general, cultural marketing and film marketing. It then applies the theoretical framework to the 40th year of Summer Film School as an example. It focuses on the communication pillar of marketing mix as the subject of this work's hypothesis. It describes and analyses the communication of the 40th Summer Film School in terms of its tools, creative execution and content. On this basis it draws conclusions that the hypothesis of this work was disproved, because only a minor part of the communication focuses on the educational nature of the event, which is in conflict with the original premise. The thesis evaluates the...
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Communication activities of the film festival Febiofest in 2012-2013
Svobodová, Anežka ; Halada, Jan (advisor) ; Orban, Karol (referee)
The aim of this thesis is description and evaluation of communication activities of film festival Febiofest in years 2012-2013. This thesis includes information on the background of the whole festival, the Febio company and its director, Fero Fenič. Theoretical part focuses on the term marketing communication and marketing mix 4P. This is followed by definition of marketing communication in culture field and especially in the connection with film festival. Next part is focused on introduction of festivals communication activities and its market position. This part also includes view of the brand and its perception. There are also identified main competitors of this festival. The practical part is completed with evaluation of communication activities in years 2012 and 2013, focusing on trailers and posters. Thesis is finished with a few recommendations for festival communication. The ideas are based on detected information and could lead to increase of attendance and awarness of festival.
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Comparative Study of Jihlava International Documentary Film Festival and Academia Film Olomouc Marketing Communications in the Year 2012
Drozdová, Alexandra ; Bezouška, Martin (advisor) ; Dolanský, Pavel (referee)
The aim of this thesis is to describe the phenomenon of documentary film festival marketing communications in domestic environment. It does so by synthesis of knowledge from several theoretic marketing fields with practical analysis of case studies of Jihlava International Documentary Film Festival and Academia Film Olomuc communication activities in the year 2012 and their following comparison. Basic theories of documentary film, classical marketing, art marketing and film marketing are presented in the first two chapters of the thesis. These also familiarize the reader with film festival characterized as a special event and illustrate the film festival marketing specifics in general but also the documentary film festival focused point of view. The purpose of this part of the thesis is to establish a theoretical basis for case studies to be presented in subsequent chapters. The case studies are presenting history and organization structures of both festivals, but primarily are examining the marketing communications means they use by descriptive method. They concern advertising, communication in the place of festival, sales promotion and direct marketing, public relations, new media and creative execution of festival campaigns. Comparison of all these in combination with theoretical part provides...
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Communication Activities of the Film Festival One World (between 2009-2011)
Kronďáková, Ivana ; Bezouška, Martin (advisor) ; Dolanský, Pavel (referee)
The aim of this thesis is to describe and evaluate the communication activities of the One World Festival in years 2009 - 2011. In the theoretical part there are identified and discussed basic terms related to the activities implemented in this film festival. The thesis further discusses the possibilities and specifics of marketing communications in the nonprofit sector. In particular, the use of cultural marketing in non-commercial sector. It introduses readers with the festival and deals with its specific position among other festivals. The practical part of the thesis is focused on the description of specific communication activities of the festival. Emphasis is put on building public relations and use of social media. The paper describes the specific campaigns implemented in the selected period. The final part deals with an evaluation of the method of communication and tools used considering the character, limitations and advantages of the festival. This section is also accompanied by recommendations that could contribute to further development of marketing communications for this project.
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