Strategic approach to film marketing in international setting

• Main Authors: Štavljanin Velimir, Milićević Vesna, Makuljević Jasmina
• Format: Article
• Language: English
• Published: Srpsko udruženje za marketing 2011-01-01
• Series: Marketing (Beograd. 1991)
• Subjects: film marketing; strategic approach; contemporary film industry; film marketing mix
• Online Access: http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2011/0354-34711102089S.pdf

This paper represents the strategic aspects of the film marketing through an analysis of contemporary international theory and practice. The analysis is based on the basic principles of the film marketing and film product development. Application of marketing principles in the film industry under the new business conditions is only a prerequisite, but no more a guarantee of success. From the point of view of marketing managers, success must be ensured by the strategic approach, which is addressed in the paper. Given that the most successful marketing activities depend on the marketing mix strategies, a novel approach to film marketing mix was one of the main focuses of the paper. Attention of a separate chapter is focused on film marketing mix, taking into account technology impact on film marketing. .