Specifika marketingové komunikace pražských artových kin

This thesis focuses on the marketing communication of Prague art-house cinemas and analyzes their communication strategies. The aim of the thesis is to identify which marketing strategies and communication tools are most effective in reaching the target audience, and, based on these findings, to formulate recommendations for optimizing the marketing communication of art-house cinemas in order to strengthen their competitiveness. The theoretical part provides an overview of marketing communication tools, the specifics of film marketing, and the characteristics of art-house cinemas within the Czech context. Special attention is devoted to online marketing tools, particularly the use of social media, which today play a key role in promoting film screenings and building relationships with audiences. The practical part employs a combination of qualitative research methods. It includes interviews with marketing managers of selected art-house cinemas, a content analysis of their marketing communication, and an evaluation of individual strategies according to defined criteria.