Definition of marketing strategy for art-house cinema

At the moment domestic market of art-house cinema is on the stage of decline for several reasons such as the unprepared viewers to intellectual cinema, internet-piracy growth. Particularly strong the trend of inattendance of art-house film affects regional markets. Movie screening becomes unprofitable due to a significant fall of interest. Therefore art-house cinema needs improvement in marketing policy. Art-house cinema as a genre and as an object of promotion has its own characteristics. Art-house cinema market is also very specific, and therefore art-house cinema marketing has to be different from the marketing of mass cinema. Research on art-house cinema marketing is insignificant. Basically, these are private studies. Thus, it is expedient to hold an additional market research of art-house cinema. In this paper we define the genre of art-house cinema, the analysis of its specific features relevant to the promotion is performed. The notion of art-house cinema in this paper refers to the movie, which is shown in the specialized (art-house) cinemas. Moreover in the article there is the analysis of research materials for art-house cinema audience on the basis of statistical data from the social network vk.com, personal data and conducted survey. Due to the nature of art-house cinema and features of its audience marketing strategy for art-house cinema is defined. Arguments to justify the relevance of the use of training marketing strategies are given. Concrete measures to improve marketing strategy for art-house cinema for regional markets are highlighted: the audience for specific marketing activities and venues is defined.