Film jako produkt marketingowy − studium dwóch przypadków
Film as a Marketing Product – Two Cases Study

Summary/Abstract: The popular trend that can be observed in the film promotion since 1997 is activatingviewers and ennobled them to the rank of creators, having a real impact on the storyline or“insiders” – people who know more about the new production through the information thatappears on different media platforms. Ways to engage the recipient in the media discourse,accompanying promotional activities for the film – understood in the category of marketingproduct – can be traced back to the example of two movies – The Blair Witch Project andThe Dark Knight, which − due to an innovative approach to the subject of promotion andengage potential viewers – materialized as unusual in compared to traditional marketing,contributing to the spectacular box office success, acquiring new recipients, creating orexpanding existing film fan clubs and to changes in film marketing, which today extendsor reinterpreted these schemes of immersion.

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