| Abstract [eng] |
This master’s thesis analyses the following themes: movie genre concepts, movie genre significance and genre as a brand. The purpose for analyzing these themes – to ascertain the communicative effectiveness of the genre and evaluate its potential in the Lithuanian film industry. A theoretic model was created using academic sources. It was used to conduct a detailed analysis of Lithuanian movies in the Lithuanian movie industry and has also proved to be viable in marketing. Empirical research was conducted in three different ways with the following data: detaed information on the importance of the genre in the film-making process was obtained from four Lithuanian film directors furthermore, the adaptation of the film genre in communication with the audience from two film distribution companies and three cinemas was presented. The results obtained during the study confirmed the initial hypotheses. Summarized research results and recommendations for the adaptation of the film genre as a means of communication are presented. Structure: introduction, theoretical part, research part, conclusions, suggestions and references. Thesis consists of: 69 p. text without appendixes, 18 pictures, 16 tables, 46 bibliographical entries. Work appendices are attached separately. |
