Survey report

A sample of 11 students, 7 females and 4 males, ranging from 19 to 25 years old, were surveyed in order to acquire their opinions on film marketing. It is notable to highlight that 10 respondents watch downloaded films most often, while only 1 person watchs them mostly at the cinema. Nobody chose the option of DVD, Bluray or TV. It raises the question of the discrepancy between selecting a film, which is the primary concern of this survey and the aim of film marketing itself, and actually vieweing it in the cinema, which is the main way of earning the profit. According to 10 respondents, the deciding factor of selecting a film is strong, interesting idea, which in film vocabulary means high concept, as opposed to popular actors or director chosen by only 1 person. However, in the question about most expecting film of 2012 the majority opted for The Dark Knight Rises with stating the reason of its director Christopher Nolan and his genius. The film does not posses outstanding ,,what if" idea, it is only the continuation of batman´s story, and in this case a popular filmmaker and his qualities is what brings audience to the cinema. It possibly means people only think they choose a film because of its concept, and the true reason is the celebrities. However, the question about deciding factor asked about a case of not knowing the film before and The Dark Knight Rises already initialized its promotion campaign, but still, the importance of Christopher Nolan´s personality in the answers is notable. The assumption can be proved by the fact that the second most expected film was Prometheus from famous Ridley Scott and at the survey also appeared Dark Shadows from Tim Burton. As expected, nobody chose the reason of selecting a film based on ,,nice looking poster", but in the question of first knowing about a film, the conventional promotion was chosen by the majority of 5 people. Hence, it is possible to assert that trailers and posters still have their place in film communication. However, when opting for a film, most respondents are influenced by the reviews, with almost equally important friend´s recommendations. It proves the significance of internet as well as buzz, which are typical elements of modern ways of communication. As far as advertising overload is concerned, 8 respondents do not care about the advertisment, which on the one hand proves the effects of the phenomena of over-informated society, on the other hand it neither hurts the image of the film nor it turns away the audience. Taking the issue of percieving the advertisment into account, 6 respondents are able to remember only 1 or 2 film advertisments, which is relatively low number, but still, 3 people chose the amount of 3-5 advertisments and 2 of them selected even 6 and more, while there was nobody unable to remember no advertisment. In general, it is possible to assume that the respondents are able percieve the film advertising sufficiently. Concerning the problems of Slovak film, the respondents exactly divided their opinions into the reason of money and uncreative authors. The assertion that slovak film has problems can be proved by the fact that the majority of respondents never went to a slovak film because of their low quality, and the ones they did again precisely divided into the reason of the slovak nationality of the film and the fact the film was worth it. 6 respondents percieve the film as marketing product, while 5 respondents consider it art, so the issue proved being ambiguous. Much clearer is what the film should be; 10 respondents think it should be art and only 1 thinks it should be marketing product. The answers for the last question are questionable, because according to the figures of visit rate, people are still not prepared for purely artisitc films. However, according to the question of the most expected film of 2012, they appreciate high-quality blockbusters.