Alternativní obsah v českých kinech z pohledu distributora a kinaře

This thesis analyzes Alternative Content in cinema, an emerging area of the film industry which has also been recognized by Czech cinemas and distribution companies. Alternative Content" is defined in terms of live performance, live broadcast and recording, and furthermore its technological development is outlined. The practical aspect of the thesis primarily focuses on specific activities by those that work with Alternative Content: providers, distributors, and cinemas. The differences in distribution between Alternative Content and classic film are discussed. Research was done via a questionnaire survey sent to Czech cinema representatives. The results demonstrate that Alternative Content draw a wider range of new audiences to the theater and moreover support the function of theater as a community space for event and meetings. Despite the fact that Alternative Content does not constitute a major source of income for most theaters, many of them provide Alternative Content as a way of providing superior services to their customers, this trend did not depend on the size of the theater or city in which it resides.