The Straight Play in a New Digital Environment. Specifics of Cultural Industry Products Promotion with New Media

<p>Today the market of culture around the world is at the peak of its development and popularity. Classical theatrical performances could be replaced with art performances, a new theater space, and hybrids of television and theater productions.</p><p>Synthesis, that was born in the early Soviet television, that united screen performances and theater, marked the beginning of a new genre - television theatre. With the improvement of technology of TV production, TV theatre gained widespread popularity among the Soviet audience. And some of TV theatre performances were recognized as masterpieces of cinema art.</p><p>With the advent of new technologies (especially the Internet) TV theatre entered in a new level of development. Thus, foreign shows, musicals, opera presented for display in movie theaters around the world, using a popular audience.</p><p>TV play &quot;Positive madness&quot; - is an attempt to do something innovative, representation of play in the classic sense of the word in a clear modern format.</p><p>While creating your own project from scratch, needed to remember one important aspect is to promote it to the market culture and art. The role of PR-technologies and advertising is enormous in all areas, but in cultural and leisure industry main marketing tool is promotion. Competent TV play promotion strategy is the fundamental basis of its possible relevance of the audience.</p><p><strong>Object of study </strong>is TV play features as part of cultural industries.</p><p><strong>The subject of study </strong>is a specificity of a TV play promotion cultural industries product.</p><p><strong>The aim </strong>of the work was to study the features of complex products promotion of cultural industries (for example, promotion of the original play &quot;Positive madness&quot;).</p><p><strong>The major task </strong>of this study:</p><p style="margin-left:.5in;">&bull;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Exploring ways to promote cultural industries in the production of new media</p><p style="margin-left:.5in;">&bull;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Analysis (of features and experience) of ways to promote cultural industries products in the new media</p><p style="margin-left:.5in;">&bull;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Identify the features associated with the specific work to promote TV play</p><p style="margin-left:.5in;">&bull;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Apply strategies for moving dramas in the new media (for example, promotion of the original TV play &quot;Positive madness&quot;)</p><p><strong>Research methods</strong> divided into 2 separate groups:</p><p style="margin-left:53.45pt;">1.&nbsp;&nbsp;&nbsp;&nbsp; Theoretical method:</p><p style="margin-left:35.45pt;">1) Analysis of the scientific literature</p><p style="margin-left:35.45pt;">2) Historical method</p><p style="margin-left:35.45pt;">&nbsp;</p><p style="margin-left:53.45pt;">2.&nbsp;&nbsp;&nbsp;&nbsp; Empirical method:</p><p style="margin-left:35.45pt;">1) Interviews with experts</p><p>During the work, we found that in order to promote the theatrical product in the new media, these are the following methods of presenting information about the project to the audience:</p><p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Use of mobile advertising;</p><p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Use of &laquo;Social Media Marketing&raquo; strategy;</p><p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Video-hosting channels (YouTube).</p><p>We also identified three aspects of product promotion of cultural industries in the new media:</p><p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Planning;</p><p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Inculcation;</p><p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Optimization.</p><p>Also we reviewed the experience of using &laquo;kraud funding&raquo; platforms, social networks and video channels.</p><p>The practical significance of the work lies in the fact that the techniques identified in our work, can help young producers, directors and those who create art projects with zero impact o