Društvene mreže kao marketinški kanali promocije hrvatskog dugometražnog filma

master's thesis

• Title (english): SOCIAL NETWORKS AS MARKETING CHANNELS FOR THE PROMOTION OF CROATIAN FEATURE FILM
• Author: Sabrina Herak Smoković
• Mentor: Mario Gigović (komentor)
• Mentor: Silvija Vig (mentor)
• Committee member: Mario Gigović (predsjednik povjerenstva)
• Committee member: Vedran Mihletić (član povjerenstva)
• Committee member: Ankica Jurić Tilić (član povjerenstva)
• Granter: University of Zagreb; Academy of dramatic art; (Dance Department); Zagreb
• Defense date and country: 2020-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: FIELD OF ART; Film Art (Film, Electronic and Media Art of Moving Pictures)

Abstract

Rad analizira upotrebu društvenih mreža kao marketinškog kanala za promociju hrvatskih dugometražnih filmova. Zbog velikog broja korisnika društvenih mreža marketing proizvoda sve više se orijentira na digitalni marketing putem društvenih mreža. Ovaj rad daje pregled alata i taktika za predstavljanje medijskog proizvoda, odnosno filma te odgovara na pitanja kako napraviti uspješnu kampanju za dugometražni film na društvenim mrežama, kako iskoristiti mogućnosti koje društvene mreže nude za što bolju promociju, koje su najbolje platforme za promoviranje filma i koji su najbolji primjeri uspješno provedenih kampanja u Hrvatskoj i u svijetu. Također, rad je potkrijepljen analizama dvaju recentnih hrvatskih dugometražnih filmova koji su imali najbolju polazišnu točku za izgradnju uspješne, ali i drugačije marketinške kampanje - Moj dida je pao s Marsa (2019., r. Marina Andree Škop, Dražen Žarković, Studio Dim) i ZG80 (2016., r. Igor Šeregi, Kinoteka).

Abstract (english)

This paper analyzes the use of the social networks as marketing tools for the promotion of Croatian feature films. Due to the large number of users, product marketing is getting more oriented towards social media marketing. This paper provides an overview of tools and tactics for presenting media products to the public. This paper offers the answers how to create a successful feature film campaign on social networks, how to use all the opportunities social networks can offer for better promotion, which are the best social media platforms for film promotion and which are the best examples of successful film campaigns in Croatia and abroad. Also, this paper analyzes two recent Croatian feature films that had the best content for building a successful but different marketing campaigns – Moj dida je pao s Marsa (2019., r. Marina Andree Škop, Dražen Žarković, Studio Dim) and ZG80 (2016., r. Igor Šeregi, Kinoteka).

• Keywords: marketing; društvene mreže; Internet; oglašavanje; film
• Keywords (english): marketing; social networks; Internet; advertising; film
• Language: croatian
• URN:NBN: urn:nbn:hr:205:676645
• Study programme: Title: Production; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra produkcije (magistar/magistra produkcije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2020-09-17 09:54:23