Przygody Stasia i Nel w świecie marketingowego PR-u. Analiza kampanii promocyjnej W pustyni i w puszczy Gavina Hooda
The Adventures of Staś and Nel in the World of Marketing PR: An Analysis of the Promotional Campaign for Gavin Hood’s In Desert and Wilderness

Summary/Abstract: Polish film for children and young adults has not often drawn the interest of film researchers. Issues related to its production, distribution, and promotion have been addressed even less frequently. This article is an attempt to fill this gap. It discusses the marketing public relations activities undertaken to promote In Desert and Wilderness (W pustyni i w puszczy, dir. Gavin Hood, 2001). The au- thor examines to what extent the PR strategy was based on a formula that worked well in the case of With Fire and Sword (Ogniem i mieczem, dir. Jerzy Hoffman, 1999), as well as whether the publicists were inspired by activities under- taken during the promotion of the first adaptation of Hen- ryk Sienkiewicz’s novel – In Desert and Wilderness (1973), directed by Władysław Ślesicki. In this analysis, the author also examines the impact of PR activities on the critical re- ception of the film, drawing on archival press articles.

• Details
• Contents