Filmová představení pro školy v ČR z pohledů kinařů a učitelů

The Master’s thesis deals with cinema screenings for schools. This service is subject to specific care by the audiovisual industry, in particular cinemas. Attention is also drawn to the “consumers”, which are schools. The paper does not neglect the impact of the COVID-19 pandemic. The theoretical part describes the process a film goes through, from its development to its release in cinemas. The text also focuses on the current situation of education in the Czech Republic. The described marketing mixes are later used for the analytical part. The purpose of the questionnaire, which was sent to primary and secondary school teachers from all over the country, was to find out how they make decisions when choosing school cinema shows and how they perceive this activity. On the contrary, the interviews with cinema exhibitors were used to find out the specifics of school screenings in terms of marketing and other work related to their distribution and production.