DIGITAL MEDIA: INVASION OF AMERICAN FILM
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
The processes of digitalization and technologic revolution have caused that particular international production companies are able to use financial and technical resources – mostly multi-billion budgets and advanced technology – and subsequently they tend to smoothly apply these resources to optimize their own marketing strategies. The main goal here is related to pursuing the vision of successful sale of created media projects which are aimed at wide audiences; such a tendency also makes these media enterprises substantial parts of the very unique world of universal human values and opinions shared by the majority. This text is focused on the topic of production and distribution cycles that are typically applied by major Hollywood film production companies in order to offer mainstream movie audiences their audiovisual works. The authors examine phenomena of globalization and ‘glocalization’ in the context of promoting mainstream content by using (mostly) so-called new media. Their attention is mostly paid to particular advertising tools and propagation methods which are used by major American movie producers and/or distributors in order to deliver their contents to target (mainstream) media audiences – the platform of such marketing practices is created mainly by digital media.
Authors and Affiliations
Lenka Chrenková, Dagmar Valentovičová
Keywords
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