The programming of Drahomíra cinema

This thesis analyzes how cinemas work with their programming. The aim is to evaluate the perception of “event cinema” by visitors of a Drahomíra cinema located in Karlovy Vary. The first chapters summarize the findings on the topic of cinema programming and characterize the trend of introducing alternative content. At the same time, they outline examples of an alternative program that can be used to expand and diversify the program offer. Furthermore, the text presents the historical development of Drahomíra cinema. The second part of the thesis is based on own research conducted in the form of a questionnaire survey among cinema visitors. Additionally, an interview with the cinema manager was evaluated together with the analysis of the program offer. The results of the research show that the presentation of an alternative program, including non-film events and the use of elements of the so-called “eventization” are essential items in the cinema's program offer, based on which new visitors are addressed.