Eventization and Targeting in Czech Theatrical Distribution after 1989

Abstract

Th e article focuses on two marketing strategies that have been adopted by Czech fi lm distributors and cinema operators aft er 1989: the increasing trend of screening fi lms at various events rather than in regular distribution and the related rise in the number of fi lm festivals, and the targeting of specifi c audience groups by distributors and cinemas. Th ese trends are apparent in the distribution of both blockbusters and arthouse fi lms, although diff erent means are employed and diff erent activities are endorsed by arthouse distributors and cinemas than those distributing or screening fi lms by the Hollywood majors.