Marketing strategy in movie business: foreign experience of films product promotion on the market

Karabaza, Irina and Карабаза, Ірина Анатоліївна (2019) Marketing strategy in movie business: foreign experience of films product promotion on the market. Науковий вісник Ужгородського національного університету (24). pp. 53-57. ISSN 2413-9971

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Abstract

The purpose of this article is to study the foreign experience of films product promotion on the market and to substantiate the characteristic features of a successful marketing strategy in the movie business. Тhe popularization of national films is carried out through financing of events within the framework of conducting foreign and domestic film festivals, organiz- ing premiere shows of national films, conducting Ukrainian film cinema abroad, creating audiovisual works, activities for the production of printed materials in the field of cinematography, etc. Despite the fact that the state is trying to support domestic cinema in recent years, Ukrainian films, having got on the world movie market, do not pay back the budgeted funds they have. Based on the difficult situation of domestic cinema, the urgent need is to study the foreign experience of using the means of promotion and its application for the formation of marketing strategies in the domestic film business. The foreign experience of using the means of marketing promotion in the movie business on the example of the world's film industry leaders – Marvel and DC Comics – have been analyzed in the article. The strategy of the leader and the challenger have been determined on the basis of a study of changes in production costs, revenues from the world’s box-office hire, cost-effectiveness in film production Marvel and DC Comics. The positive features of the strategies and their disadvantages in promoting products in the film market have been determined. The article substantiates the main characteristics of a successful marketing strategy of the market leader – Marvel Comics. The practical significance of the results lies in the possibility of using them to create a successful Ukrainian film project, the formation of its long-term marketing strategy, successful use of product placement in domestic film projects.

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