- •International business school – budapest
- •1. Introduction
- •1.1. Academic Background
- •1.2. Key Terms
- •1.2.1. Film Promotion
- •1.2.2. Promotion Strategies and Tools
- •1.3. Research Question and Objectives
- •If some of the release and post-release strategies - as practiced in the us - were adopted by the Russian film industry, filmmaking would be far more profitable.
- •2. Literature review
- •2.1. Promotion Strategies and Techniques
- •2.1.1. Promotion as Part of Marketing
- •2.1.2. Promotions Specific to the Film Industry
- •2.2. Comparison of us and Russian Film Promotion Tools
- •2.3. Main Differences in Promotion Strategies
- •3. Research Methodology
- •3.1. Research Design
- •3.1.1. Research Approach
- •3.1.2 Research Strategy
- •3.2. Data Collection
- •3.2.1. Interviews
- •3.2.2. Questionnaires
- •3.2.3. Secondary Sources
- •3.3. Methodology of Evaluation
- •3.4. Validity and Reliability
- •4. Data Analysis
- •4.1. The American Film Promotion
- •4.1.1. Secondary Research
- •4.1.2. Survey Results
- •4.1.3. Interview Results
- •4.2. The Russian Film Promotion
- •4.2.1. Secondary Research
- •4.2.2. Survey Results
- •4.2.3. Interview Results
- •5. Conclusions
- •1) To give an overview of promotional tools and strategies in general and in the film industry in particular
- •2) To analyse us film promotion through examples
- •3) To review the Russian film industry with a focus on the promotional aspect
- •4) To compare different ways of promotion in the two countries
- •5) To summarise a list of strategies that can benefit the Russian film industry
FILM PROMOTION:
A COMPARATIVE STUDY OF U.S. AND RUSSIAN STRATEGIES
OLEG CHEBOTAREV
DISSERTATION
FOR BA (HONS) IN BUSINESS STUDIES
OXFORD BROOKES UNIVERSITY
AND
International business school – budapest
2010/2014
Table of Contents
1. Introduction ........................................................................................................... 4
1.1. Academic Background ..................................................................................... 4
1.2. Key Terms ........................................................................................................ 5
1.2.1. Film Promotion .......................................................................................... 5
1.2.2. Promotion Strategies and Tools ................................................................. 6
1.3. Research Question and Objectives ................................................................... 7
2. Literature Review ................................................................................................. 8
2.1. Promotion Strategies and Techniques .............................................................. 8
2.1.1. Promotion as Part of Marketing ................................................................ 8
2.1.2. Promotion Specific to the Film Industry ................................................. 10
2.2. Comparison of US and Russian Film Promotion Tools ................................. 11
2.3. Main Differences in Promotion Strategies ..................................................... 15
3. Methodology ........................................................................................................ 18
3.1. Research Design ............................................................................................. 18
3.1.1. Research Approach .................................................................................. 18
3.1.2. Research Strategy .................................................................................... 19
3.2. Data Collection ............................................................................................... 19
3.2.1. Interviews ................................................................................................ 20
3.2.2. Questionnaires ......................................................................................... 20
3.2.3. Secondary Sources ................................................................................... 21
3.3. Methodology of Evaluation ............................................................................ 22
3.4. Validity and Reliability .................................................................................. 23
4. Data Analysis ....................................................................................................... 25
4.1. The American Film Promotion ...................................................................... 25
4.1.1. Secondary Research ................................................................................. 25
4.1.2. Survey Results ......................................................................................... 27
4.1.3. Interview Results ..................................................................................... 29
4.2. The Russian Film Promotion .......................................................................... 31
4.1.1. Secondary Research ................................................................................. 31
4.1.2. Survey Results ......................................................................................... 31
4.1.3. Interview Results ..................................................................................... 34
5. Conclusions .......................................................................................................... 36
References ................................................................................................................ 40
Appendices ............................................................................................................... 44
Appendix 1 ................................................................................................................ 44
Appendix 2 ................................................................................................................ 44
Appendix 3 ................................................................................................................ 45