BRANDING A CITY WITH FILM FESTIVALS
BRANDING A CITY WITH FILM FESTIVALS

Summary/Abstract: The research aims to explore the potential film festivals can offer to create their city brand. Film festivals are special events of shared experience, which combine the production and consumption of culture. They gather various participants such as producers, film studios, media representatives as well as spectators. The festival and the place where it happens become the attraction point for internal and international high-value tourism. It also offers a unique opportunity to a city to build its brand as a place of culture. Thus, to become a nationally and internationally recognizable, a must-visit cultural place, which could attract business and create job opportunities. Furthermore, some cities outperform national economies and become a vital driver of social, economic, technological, and cultural development. Such cities motivate more qualified and culturally conscious people to move to live in them.

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