Main marketing trends in the Russian cinema market in the current realities
The article examines current marketing trends in Russian cinema and film industry, which have emerged in the 21st century in Russian cinema and international federation of film societies. The aim of the study is to define the directions of marketing strategies for enlarging the target audience and e...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Publishing House of the State University of Management
2022-11-01
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| Series: | Вестник университета |
| Subjects: | |
| Online Access: | https://vestnik.guu.ru/jour/article/view/3810 |
| _version_ | 1797243746196127744 |
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| author | O. V. Zhuravleva A. S. Lobacheva |
| author_facet | O. V. Zhuravleva A. S. Lobacheva |
| author_sort | O. V. Zhuravleva |
| collection | DOAJ |
| description | The article examines current marketing trends in Russian cinema and film industry, which have emerged in the 21st century in Russian cinema and international federation of film societies. The aim of the study is to define the directions of marketing strategies for enlarging the target audience and extracting the maximum possible profit from cinematographic business. Based on key works on marketing and their own observations, the authors investigated the concept and essence of marketing, its content and specifics. Various ways of increasing the audience of cinemas and customer loyalty programmes were analysed. The main societal trends, which influence the creation of cinematographic images in contemporary cinematography, were identified, and the factors of modern society development and their correlation with the world of cinematography, including the degree of their influence, were pointed out. The results of the study can serve as a basis for evaluating the effectiveness of marketing strategies. |
| first_indexed | 2024-03-08T04:18:51Z |
| format | Article |
| id | doaj.art-cd605c34167a488ca393407776dae97d |
| institution | Directory Open Access Journal |
| issn | 1816-4277 2686-8415 |
| language | English |
| last_indexed | 2024-04-24T19:00:01Z |
| publishDate | 2022-11-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj.art-cd605c34167a488ca393407776dae97d2024-03-26T14:23:12ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152022-11-0109909510.26425/1816-4277-2022-9-90-952570Main marketing trends in the Russian cinema market in the current realitiesO. V. Zhuravleva0A. S. Lobacheva1State University of ManagementState University of ManagementThe article examines current marketing trends in Russian cinema and film industry, which have emerged in the 21st century in Russian cinema and international federation of film societies. The aim of the study is to define the directions of marketing strategies for enlarging the target audience and extracting the maximum possible profit from cinematographic business. Based on key works on marketing and their own observations, the authors investigated the concept and essence of marketing, its content and specifics. Various ways of increasing the audience of cinemas and customer loyalty programmes were analysed. The main societal trends, which influence the creation of cinematographic images in contemporary cinematography, were identified, and the factors of modern society development and their correlation with the world of cinematography, including the degree of their influence, were pointed out. The results of the study can serve as a basis for evaluating the effectiveness of marketing strategies.https://vestnik.guu.ru/jour/article/view/3810marketing trendsrussian cinema trendsmarketing essencemarketing specificscinema marketingsociety development factors |
| spellingShingle | O. V. Zhuravleva A. S. Lobacheva Main marketing trends in the Russian cinema market in the current realities Вестник университета marketing trends russian cinema trends marketing essence marketing specifics cinema marketing society development factors |
| title | Main marketing trends in the Russian cinema market in the current realities |
| title_full | Main marketing trends in the Russian cinema market in the current realities |
| title_fullStr | Main marketing trends in the Russian cinema market in the current realities |
| title_full_unstemmed | Main marketing trends in the Russian cinema market in the current realities |
| title_short | Main marketing trends in the Russian cinema market in the current realities |
| title_sort | main marketing trends in the russian cinema market in the current realities |
| topic | marketing trends russian cinema trends marketing essence marketing specifics cinema marketing society development factors |
| url | https://vestnik.guu.ru/jour/article/view/3810 |
| work_keys_str_mv | AT ovzhuravleva mainmarketingtrendsintherussiancinemamarketinthecurrentrealities AT aslobacheva mainmarketingtrendsintherussiancinemamarketinthecurrentrealities |