Title Marketing hrvatskoga dugometražnog igranog filma
Title (english) MARKETING OF THE CROATIAN FEATURE FILM
Author Ivan Maloča
Mentor Drago Ružić (mentor)
Committee member Mane Medić (predsjednik povjerenstva)
Committee member Drago Ružić (član povjerenstva)
Committee member Zrinko Ogresta (član povjerenstva)
Granter Josip Juraj Strossmayer University of Osijek Faculty of Economics in Osijek Osijek
Defense date and country 2017-11-03, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Universal decimal classification (UDC ) 791 - Cinema. Films (motion pictures)
Abstract Hrvatski dugometražni igrani film kao i hrvatska kinematografija općenito ne ostvaruju zapažene rezultate u gledanosti, posebno kinogledanosti. Također nemaju prepoznatljivost i reputaciju te ih šira domaća javnosta smatra inferiornima i tako ih tretira u usporedbi s inozemnim filmovima, posebice američkim. Štoviše, iako hrvatski dugometražni filmovi dobivaju brojne nagrade u Hrvatskoj i svijetu, opća je percepcija javnosti, pa čak i struke negativna dok se hrvatska kinematografija ili filmska djelatnost ne percipira i ne tretira kao važna gospodarska grana. S obzirom na to, provedeno je istraživanje vezano za hrvatski film, točnije provedena su tri istraživanja – ponajprije s eskpertima za hrvatski film, zatim s osobama iz struke i na kraju samim građanima kao predstavnicima javnosti. Cilj je doktorskog rada bio otkriti kakve su percepcije i stavovi javnosti i struke glede hrvatskoga filma i naći odgovor na pitanje može li marketing pomoći u ostvarivanju boljih rezultata i uspjeha hrvatskoga dugometražnog igranoga filma, koja je uloga marketinga u filmskoj industriji i kakva ona može ili bi mogla biti. Naime, u radu se postavlja teza da marketing nije dovoljno, sustavno, pravilno i dobro korišten u hrvatskom dugometražnu igranom filmu te da bi bolja, sustavnija i pravilnija, primjena marketinga mogla pomoći hrvatskom dugometražnom igranom filmu u postizanju boljih rezultata u pogledu gledanosti, prihvaćenosti i reputacije. U radu se također nastojalo objasniti i što je hrvatska audiovizualna djelatnost, odnosno koja je pozicija i uloga hrvatske kinematografije i hrvatskog igranoga filma i razjasnili su se za rad relevantni pojmovi i koncepti vezani za kinematografiju i film. Osim toga, putem teorijskih i praktičnih spoznaja obradili su se pojedini elementi marketinškog spleta u igranom filmu. Konačno, sintetizirani su rezultati svih istraživanja i provjerene su hipoteze rada, a dan je i prijedlog modela strateškoga marketinškog pristupa hrvatskoj filmskoj industriji te su na kraju izneseni zaključci cijelog rada.
Abstract (english) Croatian feature films as well as Croatian cinematography in general are not achieving great results in terms of viewership, especially when it comes to box office. Also, they don´t have recognition and reputation and the wider public considers and treats them as inferior to foreign movies, particularly American movies. Moreover, despite the fact Croatian feature films receive rewards at festivals in Croatia and in the rest of the world the general perception by the public and even by the members of profession is negative, while Croatian cinematography or Croatian film industry is not perceived and treated as important branch of the economy. With regards to that, research about Croatian film was carried out, more precisely three researches were carried out – firstly with the experts for Croatian film, then membors of the profession and finally the citizens as represenatives of the public. The aim of this doctoral thesis was to find the perceptions and opinions of the public and members of the professions and try to find the answer whether marketing can be helpful in achieving the better success and results of Croatian feature film, what the role of marketing in the film industry really is and what it can or could be. Namely, throughout the dissertasion it was hypothesized that marketing isn´t applied enough, systematically, correctly and well in Croatian feature film and that better, more correct and more systematic, implementation of marketing could help Croatian feature film achieve much better results in terms of viewership, recognition and reputation. The dissertation also tried to explain what is Croatian audiovisual industry, that is what is the position and role of Croatian cinematography and Croatian feature film, and explained were all the terms and concepts related with cinematography and film relevant for dissertation. Besides that, through theoretical and practical knowledge analysed is each element of marketing mix in feature film. Finally, synthesized are the results of all researches and tested are hypotheses, and given is also the suggestion for the model of strategic marketing approach to Croatian film industry and at the end the conclusions of the whole doctoral thesis are produced.
Keywords
marketing filma
hrvatski dugometražni igrani film
hrvatska kinematografija
audiovizualna djelatnost
Keywords (english)
film marketing
Croatian feature film
Croatian cinematography
audiovisual industry
Language croatian
URN:NBN urn:nbn:hr:145:554152
Study programme Title: Postgraduate doctoral study Management Study programme type: university Study level: postgraduate Academic / professional title: doktor/doktorica znanosti, područje društvenih znanosti, polje ekonomija (doktor/doktorica znanosti, područje društvenih znanosti, polje ekonomija)
Type of resource Text
File origin Born digital
Access conditions Access restricted to students and staff of home institution
Terms of use
Repository EFOS REPOSITORY
Created on 2018-01-15 12:12:51