Film product promotion as the most important factor in ensuring the effectiveness of the marketing system of the film industry enterprise

The article outlines the main trends and development potential of the modern film industry market. The issues of marketing activity management, marketing information support and marketing research are disclosed. The theoretical aspects of working with target audiences of film production are considered, and also features of film production as an object of marketing are revealed. The current marketing tools for promoting cinema are systematized, allowing you to create a positive image of the film company, brand and its characteristics in the minds of consumers. The authors pay special attention to the consideration of conceptual approaches to the development of strategies for promoting a film product, which to the maximum extent depend on the features of the film market and the specifics of the film production process.