Alternative programs of art house as a way to increase its attractiveness

This bachelor thesis deals with the strategy and the activitites of art cinemas, specifically of the Prague cinemas Aero, Svetozor, Oko and with the related distribution company Aerofilms. These subjects determine the most significantly the trends on the Czech cinematographic scene and this bachelor thesis will focus on the specific examples of these trends. The theory part describes the ways that art cinemas choose to differentiate from their competitors and to increase their prestige and attendance at the same time. These ways concern mostly the creation of an attractive program and the effort to achieve the identification of visitor with cinema -- his loyalty. The art cinema and the distribution company offer the value added to the film experience or even shift this experience beyond the boundaries of a traditional concept of cinema. The practical part focuses on the chosen examples of alternative programs. It describes the circumstances about their formation, the original purpose and goals, the practical way of their organization and realization. Another objective of this part is to outline the future visions and to evaluate the importance and the success of these projects.