03545ntm a22005177i 4500 000723237 CZ-PrVSE 20250608110309.0 m d cr n|||||||||| 250608s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Bagewadi, Prasanna ISIS:172198 dis Analýza filmových marketingových strategií a jejich dopadu na zapojení diváků eng Exploring Film Marketing Dynamics : Analysis of Blockbusters and Independent Films' Marketing Impact on Audience Engagement. Prasanna Bagewadi 2025 ?? stran : digital, PDF soubor Vedoucí práce: Martin Machek Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 The thesis examines the interplay and relationship between film marketing campaign strategies and audience engagement, and fills a gap in the literature, which typically ignores engagement as a meaningful and tangible outcome. This qualitative study analyses three film campaigns: Avengers: Endgame (2019), Deadpool (2016), and Host (2020), while also incorporating information from eight expert interviews in the film marketing industry. The analysis demonstrates how different scales of budgets influence the strategies that each film marketing campaign undertakes. Avengers: Endgame used secrecy, nostalgia and franchise loyalty; Deadpool used humour, virality and character-based content; and Host used cultural relevance and low-budget authenticity. The expert interviews also helped the research to demonstrate that engagement today signifies way more than it ever did. Engagement can now mean an emotional response, fan interaction or ongoing digital participation instead of mere ticket sales. The study utilises AIDA, Uses and Gratifications, and Opinion Leader Theory frameworks to give context to audiences’ actions. The findings show that audiences want authenticity, emotional connection, and relevance in a timely context. This thesis also provides useful insights to marketers on exploring how to create emotionally driven audience-focused campaigns in a rapidly evolving media landscape. Způsob přístupu: Internet management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Audience Engagement Big-Budget Film Marketing Indie Film Marketing Film Marketing Strategies Machek, Martin mzk2013753090 ths Kolouchová, Daniela ola2015881272 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/86854/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/86854 Hlavní práce https://insis.vse.cz/zp/86854/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/86854/posudek/oponent/86947 Oponentura https://insis.vse.cz/zp/86854/priloha/31793 Přiloha k práci https://insis.vse.cz/zp/86854/podrobnosti dc:identifier NEPOSILAT VSKP vse86854 250606 86854