DEFINITION OF MARKETING STRATEGY FOR ART-HOUSE CINEMA
Keywords:
marketing strategy, audience analysis, training marketing, specific features of art-house cinemaAbstract
At the moment domestic market of art-house cinema is on the stage of decline for several reasons such as the unprepared viewers to intellectual cinema, internet-piracy growth. Particularly strong the trend of inattendance of art-house film affects regional markets. Movie screening becomes unprofitable due to a significant fall of interest. Therefore art-house cinema needs improvement in marketing policy. Art-house cinema as a genre and as an object of promotion has its own characteristics. Art-house cinema market is also very specific,
and therefore art-house cinema marketing has to be different from the marketing of mass cinema. Research on art-house cinema marketing is insignificant. Basically, these are private studies. Thus, it is expedient to hold an additional market research of art-house cinema. In this paper we define the genre of art-house cinema, the analysis of its specific features relevant to the promotion is performed. The notion of art-house cinema in this paper refers to the movie, which is shown in the specialized (art-house) cinemas. Moreover in the article there is the analysis of research materials for art-house cinema audience on the basis of statistical data from
the social network vk.com, personal data and conducted survey. Due to the nature of art-house cinema and features of its audience marketing strategy for art-house cinema is defined. Arguments to justify the relevance of the use of training marketing strategies are given. Concrete measures to improve marketing strategy for arthouse cinema for regional markets are highlighted: the audience for specific marketing activities and venues is defined.
References
Allen C. Internet World Guide to One-to-One Marketing. Hoboken, NJ: John Wiley & Sons, Inc., 1998.
Groves D. Indies tilt against majors for arthouse rights. Variety, 2003, vol. 391, no. 12, p. 2.
James A. Bringing art to arthouse theater design. Variety, 2003, vol. 390, no. 2, p. 26.
Harris D. Who will flex warners' new arthouse arm? Variety, 2003, vol. 389, no. 12, p. 6.
Mittal B. Sheth J.N. Value Space: Winning the Battle for Market Leadership. New York: McGraw-Hill. 2001.
Netherby J. From arthouse to your house. Video Business, 2002, vol. 22, no. 35, pp. 4–5.
Okol'nishnikova I.I., Iuldasheva O.U. Personalized communications in the system of subject-subject marketing cooperation
with consumers. Economics & Management Research Journal of Eurasia, 2013, no. 1(1), pp. 48–61.
Savelieva E.N. Self-determination of european cinematographies: basic issues and ways of resolving them. Journal of
Siberian Federal University. Ser. Humanities and Social Sciences, 2014, vol. 7, no. 6, pp. 951–958.
Afanas'ev D.A. Metody razrabotki strategii integrirovannykh marketingovykh kommunikatsiy distrib'yutorov kinoindustrii
[Methods of strategy development for integrated marketing communications of film industry distributors]. Vestnik
INZhEKONa. Seriya: Ekonomika [Journal of INZHECON. Series: Economy]. 2011, no. 2, pp. 252–256.
Bagiev G.L., Yuldasheva O.U., Yunyaeva M.A. Teoriya i metodologiya marketinga v potoke vremen [Theory and
methodology of marketing in the stream of time ]. Izvestiya Sankt-Peterburgskogo gosudarstvennogo universiteta ekonomiki
i finansov [Bulletin of St. Petersburg State University of Economics and Finance]. St. Petersburg, 2005, no. 3, pp. 82–97.
Bol'shov V. Tendentsii razvitiya kinoteatrov [Development trends for movie theatres ]. Sinemaskop [Cinemascope].
, no. 24, p. 19.
Vaganov M.A., Astashova Yu.V. Prakticheskie priemy marketinga vzaimodeystviya kak uslovie razvitiya biznesa
[Practical marketing techniques of interaction as a condition of business development]. Ekonomika i biznes. Vzglyad molodykh
[Economy and business. Views of the youth]. 2013, no. 1, p. 328.
Dmitrieva O.S. Razrabotka strategii prodvizheniya kinokartiny [Development of strategies to promote films].
Al'manakh sovremennoy nauki i obrazovaniya [Almanac of modern science and education]. 2012, no. 6, pp. 38–42.
Imshenetskaya I. Fabrika klientov. Obuchayushchaya model' marketinga [The scope of audience. Training model
of marketing]. Rostov-na-Donu, Feniks Publ., 2011. 190 p.
Kotler F., Andresen Alan R. Strategicheskiy marketing nekommercheskikh organizatsiy [Strategic marketing for
nonprofit organizations]. Moscow, Feniks Publ., 2007. 854 p.
Lukhtan A.S. Rossiyskoe kino v kontekste kul'tury i zritelya [Russian cinema in the context of culture and viewer ].
Gumanitarnye, sotsial'no-ekonomicheskie i obshchestvennye nauki [Humanitarian, social and economic and social sciences].
, no. 7-2, pp. 25–26.
Murdasova Yu.A., Panacheva N.V., Cherednyakova A.B. K voprosu ob ispol'zovanii kompleksnoy marketingovoy
tekhnologii – gift-marketinga [To the use of integrated marketing technologies – gift-marketing]. Ekonomika i biznes.
Vzglyad molodykh [Economy and business. Views of the youth]. 2013, no. 1, p. 359.
Okol'nishnikova I.Yu. Reklamnaya deyatel'nost' nekommercheskikh organizatsiy [Promotional activity of nonprofit
organizations]. Chelyabinsk, 2006.
Chaldini R.B. Psikhologiya vliyaniya [Psychology of influence]. St. Petersburg, Piter Publ., 2009. 95 p.
Shevchenko D.A. Kinomarketing: teoriya i praktika prodvizheniya [Cinema marking: theory and practice of promotion].
Prakticheskiy marketing [Practical marketing]. 2014, no. 1 (203), pp. 31–40.
