PT  - JOURNAL ARTICLE
AU  - Hanzlík, Jan
TI  - Eventization and Targeting in Czech Theatrical Distribution after 1989
DP  - 2017 Sep 1
TA  - Iluminace
PG  - 49--64
VI  - 29
IP  - 3
AID - 10.58193/ilu.1530
IS  - 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.