Film festival as a PR tool for creating competitive advantages of an organization

In modern conditions is more clearly evident the dependence of the business of the society, its opinions and preferences, which leads to impact on the success and competitive position of the organization the effectiveness of PR tools used by organizations to achieve certain goals. Today, organizations use an increasingly diverse range of PR tools, allowing to solve those or 7other purposes related to the management of image, reputation, public opinion. The gradual shift of emphasis towards the use of non-standard for the commercial sector PR tools that allow to form competitive advantages is due to the desire not only to interest different groups of the public, but also to achieve the most massive impact on different categories of society. One of these PR tools is the film festival, whose role in the activities of its participants today is not limited to the sphere of culture and art. Analysis of the specifics of the film festival as a socio-cultural phenomenon, emphasizes the importance of the film festival as a PR tool, justifies its place in the PR-campaign. Purpose: the functions of the festival in relation to various objects of PR-campaign — authors of works of cinema, territories, organizations, individuals and society as a whole are analyzed. As a result, the role of the film festival in the formation of competitive advantages of the organization is studied. Special attention is paid to PR tools used to promote the festival, the use of which contributes to the effectiveness of the festival as a direction of event marketing.