Marketing Communications in the Film Industry

The present bachelor graduate thesis is devoted to the analysis of various marketing communication tools in the film industry. The study includes the classification of marketing communications, the revision of specific features of their application to the Russian film industry and the examination the issue of their efficient evaluation. The practical part of the study consists of the Russian film company «Bazelevs» analysis and the investigation of it’s marketing communication processes in the promotion of the «Hardcore Henry» motion picture. Moreover, present study contains a quantitative research in the form of online survey aimed at examination of customers’ response to different types of marketing communications and defining the most effective ones. According to the results of the study, the most effective marketing communication tool, in terms of audience’s awareness and interest, is presentation of new movie trailers in cinema and other forms of trailer dissemination.