Komparace marketingových kampaní tří hraných celovečerních filmů z české produkce

This bachelor's thesis examines the state of Czech film marketing in 2023 using the example of three Czech films released in the autumn of that year. The theoretical part of the thesis discusses film marketing in general and identifies its specifics in the film industry. The practical part is devoted to the comparison of marketing campaigns of the films We Have Never Been Modern, Brothers and Restore Point and their evaluation. The primary sources for the practical part were personal interviews with film professionals behind the individual campaigns of the films examined. The main research questions of the thesis are – how do the three contemporary Czech films target their potential audiences given the limited capacity of the market, how are the main campaign outputs created and how is the marketing strategy of the campaign integrated into them, what are the current trends in the industry and how will the industry develop in the near future.