Abstract
One of the features of films compared to other cultural products is the possibility of their use for advertising and information activities and influence on the formation of needs and audience preferences, as well as different patterns of consumer behavior. The urgency of this scientific problem is that the sale of cinema products today is impossible without a marketing system. The application of different marketing strategies depending on the specific tasks allows a differentiated approach to each project and achieve the goals both from the standpoint of contribution to the development of culture and in terms of obtaining economic effects from the film industry. The main purpose of the study is to substantiate and determine the features of the use of marketing tools in the film industry. The study of marketing services for film production was carried out in accordance with the logical structure of the concept of “7P” (product, promotion, location, price, staff, physical environment, and the process of providing services). Recommendations for the marketing of services in the film industry: first, the choice of methods for watching movies depends on the type of media environment (traditional, digital), secondly, the choice of ways to obtain movies depending on their genre and subject, thirdly, in order to effective promotion of content and perception of the film identified the basic requirements for its trailer. The article proves that the marketing of services in the film industry is aimed not only at meeting the socio-cultural needs of the population but also at the commercialization of the industry, ensuring audience access to films, as well as creating market conditions for its sustainable development. The research materials are the basis for further research on current issues of modern film practice, integration of film production and film consumption. Keywords: movie consumption, service marketing, consumer behavior, cultural marketing.
Highlights
Among the other various cultural goods, movies are in a peculiar state as while depending on their appearance, they could be treated as special products, they are much better suited to be referred to by the term ‘partly product oriented service’
While Pavluska (2014) already highlighted that the consumption of cultural goods should be considered on the product-service spectrum and especially the service features of cultural goods, we can find for examples on the marketing management side in the work of Kotler and Keller (2016) as well as the service marketing aspects of Veres (2009), who regarded entertainment as a service industry, highlighting the arts and media especially
In this paper we treated movie consumption along the lines of service marketing typology, while we will refer to movies as unique service products
Summary
Among the other various cultural goods, movies are in a peculiar state as while depending on their appearance, they could be treated as special products, they are much better suited to be referred to by the term ‘partly product oriented service’. In this paper we treated movie consumption along the lines of service marketing typology, while we will refer to movies as unique service products. In the following among the various factors affecting movie consumption we are going to explore the movie itself as a unique service product, which – depending on its appearance and features – may be considered on either side of the product-service spectrum, but in most cases carries characteristics of both
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