- •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
3.2.3. Secondary Sources
Secondary research will also be provided and presented through data which was taken from freely available resources because there is no confidential information contained in the dissertation. That means that the author has full access to secondary data. Secondary data will be collected from printed books, e-books, journals, online journals, websites and online databases, such as EBSCO and SAGE. These sources will provide appropriate information about the strength and weaknesses of the US and Russian film industries. Data from secondary sources will also provide useful information for the design of the questionnaires and interviews (Lewis et al., 2009). Secondary data will be collected, analysed and integrated to underpin the theory and practical examples which will be presented to illustrate and support the hypothesis of the dissertation. All the information that will be found from the secondary data will complement primary research findings and provide good examples which can be used to help make the Russian film industry far more profitable. To understand the status quo in both countries is the initial step to explore all available information about film promotion but it is not comprehensive enough to make obvious conclusions.
After collecting both qualitative and quantitative data they will be compared with each other to show the difference of opinions between the audience and the professionals. Audience’s point of view will clearly show main promotional tools and strategies which are interesting for them, while professional’s point of view will describe how it could be applied and how it is used by promoters in both countries. Also these data will provide information about main differences among promotional strategies of two countries. The results of the American survey will show the promotional tools that are more widely used there by some film promotion companies than by others, while Russian survey will show the types of promotional tools people want to see and those which could specifically benefit the Russian film industry in order to make it more profitable that it is today.
3.3. Methodology of Evaluation
The interviews will be based on self-selection sampling in order to collect vital and unique data from specialists who will take part in the research. Clear structure of interview questions will help easy analysis of the interviews. All the answers will be analysed individually. The results will be evaluated by Microsoft Office Word because there will be very little statistical information, since answers are related to the perceptions, experience, skills and opinions of the interviewees.
The questionnaires will contain open-ended and closed questions as well as questions about ratings, thereby giving the audience the freedom of choice in the answers which will be simple to analyse quantitatively. All the data to be received from online questionnaires will be analysed using Microsoft Office Excel to give an accurate evaluation of all statistical information. Sums, averages and percentages will be calculated by using the same computer software in order to avoid mistakes. The elements of the questionnaires will be analysed separately to show a detailed picture about views and perceptions of all surveyed. Microsoft Office Word will be used to show statistical information through illustrations, such as tables and diagrams. All the illustrations will be presented in the text where necessary as well as in the Appendix part of the dissertation.