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  • Comparative Analysis of Promotional Strategies Effectiveness Factors: Case of Russian Independent and Mass Movies

Comparative Analysis of Promotional Strategies Effectiveness Factors: Case of Russian Independent and Mass Movies

Student: Egorova Veronika

Supervisor: Sergey P. Kazakov

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2018

The master's thesis is devoted to the efficiency factors identification of promotion strategies for mass and independent films on the example of Russian movies, as well as their comparative analysis. The subject of the research is marketing strategies for promoting mass and independent Russian films, and the object is the Russian mass and independent cinema. At the moment, only a little number of studies are presented, devoted to the investigation of differences in product differentiation, distribution, promotion and audience of mass and independent cinema, despite the absolute need for the formation of effective marketing strategies for films. In addition, there is no detailed analysis of this direction in the realities of the Russian film industry. In the framework of the study, hypotheses were formulated on the basis of secondary data and own qualitative research (in-depth interviews) for further testing within the framework of quantitative research (Internet survey). As a result of the study, the hypotheses were partially confirmed, and factors important for each of the audiences were identified, and then their comparative analysis was carried out. The results can be taken into account in the formation of strategies to promote mass and author films to target at the relevant audience and focus on those components of the marketing strategy that are important for each of the segments in the preparation of communication materials and distribution strategy of the film. These findings can be useful for both distributors and cinemas, since each of the market players is interested in achieving greater coverage among the relevant audience to increase box office and cinema attendance.

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