Оценки кинокритиков и зрителей как факторы продвижения кинофильмов

Давыдов Михаил Георгиевич

Кинофильм как особый тип продукта

Оценки кинокритиков и их влияние на выбор кинофильма

Оценки зрителей и их влияние на выбор кинофильма

Взаимозависимость и сравнение оценок кинокритиков и зрителей

Литература

Маркетинг PR

BTL Вирусный маркетинг

Туризм и отдых Отдых и развлечения

Ключевые слова: маркетинг в кино, авторское кино, кинокритики, отзывы, рецензии, лидеры мнения, сарафанное радио

Аннотация

В данной статье представлен анализ зарубежной литературы по проблеме влияния информации, поступающей от кинокритиков и обычных зрителей, на кассовые сборы фильма. Были продемонстрированы различные точки зрения по теме исследования и выявлены основные стратегии продвижения, позволяющие наиболее полно реализовать коммерческий потенциал фильма, используя оценки картины кинокритиками и обычными зрителями. Особенное значение выводы данного исследования имеют для авторского кино.

Журнал: «Реклама. Теория и практика» — №5, 2014 (© Издательский дом Гребенников)

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Давыдов Михаил Георгиевич

Менеджер по маркетингу в компании CoolConnections.

г. Москва

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