Online Marketing Communication of Film Festivals: Comparative analysis of the Karlovy Vary IFF and the Summer Film School Uherské Hradiště

Social networks have become one of the most successful forms of online marketing. A growing trend was noted with the social network called Instagram, which was also reflected in the communication of film festivals. Many of them have their own Instagram profile and look for possible ways to make this form of communication more efficient. Therefore, the aim of this thesis is to present the online marketing communication on Instagram of two important Czech film festivals. The representative of the business festival is the Karlovy Vary International Film Festival, the audience festival is the Summer Film School Uherské Hradiště. Given the different types of festivals, the aim is also to identify differences in their communication. Through quantitative content analysis, the frequency of the type of contributions and tools leading to an increase in the level of engagement rate is determined. The thematic analysis subsequently recognizes several differences related to the communication of business and audience film festivals. While topics related to important guests and film premieres often appear on the KVIFF profile, visitors are more frequently identified on the LFŠ profile. The subsequent qualitative content analysis shows that, according to the number of "Likes", the most successful entries at both festivals are photos and videos with movie stars. The results of both analyzes are used in the comparison of both festivals in the final part of the thesis.