- •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. Research Methodology
3.1. Research Design
Film promotion today is one of the most important elements of film industry especially at the release and post-release stages. In order to find the best solutions for the Russian film industry, the importance and effectiveness of film promotional campaigns will be described and analysed based on previous studies. In addition, primary research will be utilised in order to highlight the main hypothesis of the dissertation. The dissertation will be based on using a combination of primary and secondary data. Interviews and questionnaires will provide qualitative data about the dissertation topic, while secondary research will be used to describe quantitative aspects so that the ideas become clear and constructive. This combination of research methods will be used to achieve the research objectives and to test the hypothesis of the dissertation. Below is the choice of methods which will be explained based on the research method literature.
Secondary data will be taken from available sources and will provide the theoretical part of the research. Primary research will be used to identify, describe and examine the film markets of the USA and Russia by an overview of promotional tools and strategies that are used in both countries. The main aim of the analysis of primary research data is to find some of the most profitable release and post-release strategies which could benefit the Russian film industry. Primary research will be based on a combination of interviews and questionnaires. It is necessary to obtain and analyse not only the secondary data for film promotion but also the primary data which will reflect the opinions of professionals within the film industry in both countries. Primary data will be also used to gather the views of the audience about the research question and its objectives. Few interviews will be insufficient to answer the central research question and, for this reason, mainly questionnaires will be used to monitor the opinions of large number of moviegoers, who are the target audience for film promotion companies.
3.1.1. Research Approach
The deductive approach has been chosen as research approach for the purposes of this dissertation. A theory and a hypothesis have been developed based on the theoretical background which has been researched from primary and secondary sources.
From the data and information, which will be presented after the analysis based on the questionnaires and interviews, conclusions will be drawn to compare the points of view of customers and filmmakers in order to find the most profitable release and post-release strategies in film promotion between two countries. Secondary data will give an overview of promotional tools and strategies, providing examples of US promotion practices and also give a review of Russian film promotion. Data will be compared in different ways and conclusions will be drawn on release and post-release promotional strategies for the two countries with a view to highlight those that can benefit profitably the Russian film industry.
After analysing all the available data a final conclusion will be drawn in support of the central hypothesis.