Media channels in the marketing communication of the feature film Cover Image
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Медийни канали при пазарната комуникация на игралния филм
Media channels in the marketing communication of the feature film

Author(s): Alexander Staykov
Subject(s): Fine Arts / Performing Arts, Film / Cinema / Cinematography
Published by: Институт за изследване на изкуствата, Българска академия на науките

Summary/Abstract: The aim of the article is to present an analysis of the main media channels for marketing communication of the new motion pictures. Building a successful and appropriate media mix of media channels for the advertising communication of the motion picture is of fundamental importance for its market success. The successful recovery of the funds used for its creation is directly dependent on its qualities as well as on the properly conducted advertising campaign. Each of the media channels on which the advertising communication of the film takes place has its own unique morphology, each of which has the strengths and weaknesses compared to others. Some of them are suitable for being major channels, others are more suitable for an auxiliary role. Different media channels reach different audiences, so the creative gets to where we have sent it. Proper handling of media channels is a key prerequisite for good financial performance and minimization of financial risk in the film industry.

  • Issue Year: 2017
  • Issue No: 2
  • Page Range: 297-303
  • Page Count: 7
  • Language: English, Bulgarian