PT Journal
AU Hanzlik, J
TI Eventization and Targeting in Czech Theatrical Distribution after 1989
SO Iluminace
PY 2017
BP 49
EP 64
VL 29
IS 3
DI 10.58193/ilu.1530
WP https://iluminace.cz/en/artkey/ilu-201703-0004.php
DE film distribution; cinema operators; film festivals; art films; blockbusters
SN 0862397X
AB The article focuses on two marketing strategies that have been adopted by Czech film distributors and cinema operators after 1989: the increasing trend of screening films at various events rather than in regular distribution and the related rise in the number of film festivals, and the targeting of specific audience groups by distributors and cinemas. These trends are apparent in the distribution of both blockbusters and arthouse films, although different means are employed and different activities are endorsed by arthouse distributors and cinemas than those distributing or screening films by the Hollywood majors.
ER