Marketingová komunikace kin v online prostředí: komparace artových kin a multiplexů

Bc. Sabina Hermochová

Master's thesis

Marketing communication of cinemas in online enviroment: comparison of arthouse cine-mas and multiplexes

Abstract:

Diplomová práce se věnuje marketingové komunikaci kin se zaměřením na online prostředí. Cílem práce je analýza marketingového komunikačního mixu trojice artových kin (Kino Aero, Bio Oko a Univerzitní kino Scala, která jsou nejnavštěvovanějšími klasickými kiny u nás a odpovídají definici artového kina) a trojice multiplexů (Cinema City, CineStar a Premiere Cinemas). Následná komparace online marketingových nástrojů uvedených organizací poukáže na identické i rozdílné přístupy. Pro komplexnější uchopení tématu bude do analýzy zařazen i Mezinárodní filmový festival Karlovy Vary. První teoretická část popisuje jednotlivé komunikační nástroje, dále pak metodou sběru dat analyzuje a hodnotí aktuální stav marketingové komunikace českých kin na sociálních sítích Facebook a Instagram, vybraných podle jejich návštěvnosti a aktivity na uvedených platformách. Druhou praktickou část práce tvoří případová studie, která se věnuje online marketingové komunikační strategii kina Aero, Bio Oko a Univerzitního kina Scala a multiplexů Cinema City, CineStar a Premiere Cinemas, kdy bude provedena aplikace poznatků z teoretické části na konkrétní příklady a provedena komparace. Cílem výzkumu je zjistit, do jaké míry se marketingové komunikační strategie artových kin a multikin v online prostředí liší.

Abstract:

The purpose of this diploma thesis was to analyse the marketing communication mix of cinemas with a focus on the online environment. The subject of the research were arthouse cinemas Bio Oko, Aero and Univerzitní kino Scala and multiplexes Cinema City, CineStar and Premiere Cinemas. The selection of cinemas was based on how the cinema meets the definition for the classification. Film festivals were also included in the analysis for a more comprehensive understanding of the topic. The Karlovy Vary International Film Festival was chosen as their representative. In the theoretical part, knowledge from the literature was applied to the examples of cultural organizations and cinemas and an analysis of the current state of marketing communication on social networks Facebook and Instagram of the thirteen most visited Czech cinemas. Cinemas were found to have a low response rate during the period under investigation. In the practical part, individual cinemas and a film festival were introduced and their use of online marketing communication tools was evaluated. Data for the research were obtained by analysis from public sources and, for most cinemas, also from interviews with cinema representatives. Subsequently, the analyzes were used to compare the marketing communication of art cinemas and multiplexes. The initial hypothesis that the marketing communication of cinemas does not have a clear form and differs according to the given classification has been confirmed. Multiplexes use more tools than art cinemas. The main difference, however, is that art cinemas build communication primarily on their image and specific dramaturgy, while multiplex cinemas promote their brand and rely on forms of sales support. Film festivals have a number of tools in common with cinemas, the main difference being the timing of promotion due to the nature of the film festival, limited by a certain period of time. The result of the work provides an insight into the issue of marketing communication of cinemas. It can be especially beneficial for smaller cinemas that are not well versed in marketing.

Keywords

marketingová komunikace, online marketing, online marketingové nástroje, propagace, kino, artové kino, multiplex, Bio Oko, Univerzitní kino Scala, Kino Aero, CineStar, Cinema City, Premiere Cinemas

Language used: Czech

Date on which the thesis was submitted / produced: 25. 5. 2021

Thesis defence

• Date of defence: 15. 6. 2021
• Supervisor: Mgr. Pavlína Míčová
• Reader: doc. Ing. František Svoboda, Ph.D.

Masaryk University

Faculty of Arts

Master programme / field:
Culture Management / Culture Management