The Use of Neuromarketing Approaches and Tools in the Film Industry to Increase Sales (on the 20th Century Fox Example)

Abstract Today due to the growing competition, the success of companies highly depends on their ability to use and combine all available marketing tools: classic ones and those that form the so-called "modern marketing". In this thesis work, the author examines the use of one of the directions of modern marketing – neuromarketing – that companies of the film industry weaponize in order to expand their sales, what is described on the example of an American film company – 20th century Fox. This research may be relevant for two reasons. Firstly, the author considers a new direction of marketing, which is currently gaining its popularity and proves its effectiveness abroad, however, still poorly studied in Russia. Secondly, the work focuses on the application of neuromarketing technologies in the industry of filmmaking – industry that is currently stagnant in Russia, but with proper identification of its key audience and the right presentation of a film, it would have a good potential on the world market. Key words: modern marketing, neuromarketing, marketing in the film industry, 20th Century Fox, development of the Russian film industry.