IDENTIFICATION OF THE MARKETING ATTRACTIVENESS OF DOMESTIC CINEMA THEATERS IN WARTIME CONDITIONS

Abstract

The article defines the concept of film marketing as the process of promoting a film in order to increase its value and profitability and to promote the growth of awareness and interest in film production. The concept of marketing attractiveness of domestic cinemas has been identified through the study of the consumer behavior of cinema visitors and the identification of parameters of marketing attractiveness for customers in wartime conditions, including the reputation of the cinema (perception of customers from the point of view of trust); the width of the product line (varieties of film products); understanding the client's needs (providing the services the client needs); level of service (quality and speed of providing services to customers); flexibility of tariffs (availability of a loyalty program); assortment of food court; client security, effective advertising, digitalization and inclusiveness. The dynamics of the movie rental market are analyzed, which indicates a decrease in demand for movie rental services and, accordingly, a decrease in the profitability of this sector due to losses caused by physical damage due to bombings and a decrease in the number of demonstration halls; losses due to unresolved security issues; losses due to the reduction of working hours of cinemas due to the introduction of a curfew; losses due to a decrease in demand due to air strikes and a decrease in the purchasing power of the population. A survey of visitors to domestic cinemas was conducted, the main preferences of consumers and directions for the development of cinema networks aimed at increasing the marketing attractiveness for customers were revealed, which should form the basis of the institution's marketing activities in wartime conditions. The process of forming the value of a movie product for cinema customers, which involves the definition, development and delivery of this value with the use of appropriate marketing tools, has been studied, which affects the increase in customer satisfaction and the growth of profits of cinema establishments, which thus maximize their own marketing attractiveness.