Horror Films Promotion in Russia: Features and Prospects

Student: Kharitonova Nataliya

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2021

Horror films are one of the most specific genres of cinema, which has many unique features. The purpose of this study is to identify the reasons for the discrepancy between the rating assigned by critics and the outcome of a horror film, as well as to determine the effectiveness of marketing tools in promoting horror films. The work is based on two qualitative methods: a case study and 5 focus groups. Аccording to the results of the work, there were revealed the factors that affect the box office of films and their interaction with each other, as well as the features of effective marketing in the promotion of horror films, were identified.

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