Komparace marketingové a komunikační strategie dvou vybraných animovaných filmů v České republice a její vliv na úspěch filmů

This diploma thesis compares and contrasts the marketing and communication strategy of two animated films. One of them is an American movie Illumination Entertainment's The Secret Life of Pets and the other is a Czech film Harvie and the Magic Museum by the Rolling Pictures company. The marketing and communication strategies selected for bringing the films to the Czech market are compared and their influence on the movies' success is evaluated. The thesis is divided into the theoretical and practical part. The theoretical part deals first with general marketing and marketing strategy development, defines SWOT analysis and analyses the formation of communication strategy. The following section focuses on film marketing – its characteristics and specifics. Attention is paid in particular to film marketing strategy and communication. The practical part deals with the film and distribution market in the Czech Republic, presents the comparative animated films and performs their SWOT analysis. Furthermore, it introduces in detail the marketing and communication strategies that the filmmakers chose when bringing them to the Czech film market. In the end of the thesis, these strategies will be compared and the success of the films evaluated.