Artový film a možnosti jeho exploatace na českém trhu

The aim of the thesis is to analyze marketing strategies used in distribution and exhibition of an art film on the Czech market in the time of the beginning of digitalization with the narrower focus on cinema-distribution of an art film in cinemas. For this purpose, the qualitative method of research which combines field survey, literature overview and half-structured interviews was applied. The search of available foreign literature comprises titles from French environment, which is considered as the cradle of an art film, and English environment which is the key from the point of view of a traditional applying of marketing. Personal qualitative research utilizing the method of deep interviews with the representatives of the Czech film market creates the second part of the thesis. The data gained from the interviews serve to the final analysis of marketing strategies asserted in introducing the art films to the Czech market. A part of the qualitative research is the case study of the Korean film Parasite, whose introduction defines the end of the research period.