DEFINITION OF MARKETING STRATEGY FOR ART-HOUSE CINEMA

Abstract

At the moment domestic market of art-house cinema is on the stage of decline for several reasons such as the unprepared viewers to intellectual cinema, internet-piracy growth. Particularly strong the trend of inattendance of art-house film affects regional markets. Movie screening becomes unprofitable due to a significant fall of interest. Therefore art-house cinema needs improvement in marketing policy. Art-house cinema as a genre and as an object of promotion has its own characteristics. Art-house cinema market is also very specific,
and therefore art-house cinema marketing has to be different from the marketing of mass cinema. Research on art-house cinema marketing is insignificant. Basically, these are private studies. Thus, it is expedient to hold an additional market research of art-house cinema. In this paper we define the genre of art-house cinema, the analysis of its specific features relevant to the promotion is performed. The notion of art-house cinema in this paper refers to the movie, which is shown in the specialized (art-house) cinemas. Moreover in the article there is the analysis of research materials for art-house cinema audience on the basis of statistical data from
the social network vk.com, personal data and conducted survey. Due to the nature of art-house cinema and features of its audience marketing strategy for art-house cinema is defined. Arguments to justify the relevance of the use of training marketing strategies are given. Concrete measures to improve marketing strategy for arthouse cinema for regional markets are highlighted: the audience for specific marketing activities and venues is defined.