Communication policy of cinema industry enterprises in the context of COVID-19 (on the example of cinema chains)
-
DOIhttp://dx.doi.org/10.21511/im.17(2).2021.11
-
Article InfoVolume 17 2021, Issue #2, pp. 112-124
- Cited by
- 1157 Views
-
1151 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
The global pandemic caused a crisis in the Ukrainian cinema industry. Some entities were closed, but the biggest market players were able to concentrate their efforts on interacting with visitors through social networks, public attention, frequent press mentions and discussions of influencers as synergies of communication policy tools.
The purpose of the paper is to make proposals for improving the communication policy of cinema chains under new challenges. Based on a system analysis and indices of activity in social media of ten key Ukrainian cinema chains during the COVID-19 period, the main trends of their behavior and vision of development were determined. Changes were detected in the product strategy. To increase the effectiveness of communication policy, a focus should be on enhanced communications with consumers, especially through the implementation of a content-plan for publications on Facebook and Instagram, including facts from the lives of actors or filmmaking process, uniting followers around the filming theme, interacting, etc. Based on the above, the proposals are made to strengthen communication policy: activating posting frequency, generating more interesting content, and focusing on engaging with the followers. It turned out that such changes affect the key quality efficiency of social media marketing in two cinema chains. Such events rebuild the online community of moviegoers, which fosters loyalty and increases in visitors in the post-pandemic period. In this context, the implementation of online cinema in cooperation with distributors will contribute to formatting an online platform aimed at attracting a larger number of consumers, regardless of external circumstances.
- Keywords
-
JEL Classification (Paper profile tab)M31, М39, Z10
-
References57
-
Tables2
-
Figures5
-
- Figure 1. The number of cinema Facebook subscribers in July 2020
- Figure 2. Number of posts on the official pages of cinema networks on Facebook for the same periods in 2019 and 2020
- Figure 3. Number of posts on the official pages of cinema networks on Instagram for the same periods in 2019 and 2020
- Figure 4. Activity and engagement indicators of the audience on Instagram
- Figure 5. Activity and engagement indicators of the audience on Facebook
-
- Table 1. Number of halls in a cinema chain in the first quarter of 2020
- Table 2. Dynamics of the number of subscribers to the pages of cinema networks on Instagram during the period of their suspension
-
- AMC. (n.d.). Amctheatres [Photos]. Instagram.
- AMC. (n.d.a). AMC Theatres [Facebook page]. Facebook.
- Boiarynova, K. O., Derhachova, V. V, Kravchenko, M. O., & Kopishynska, K. O. (2020). Analiz prohnoziv vplyvu pandemii koronavirusu na ekonomiku Ukrainy ta susidnikh derzhav [Analysis of forecasts of the impact of the coronavirus pandemic on the economy of Ukraine and neighboring countries]. Biznes Inform – Business Inform, 7, 6-15. (In Ukrainian).
- Butterfly cinema. (n.d.). Web site.
- Butterfly cinema. (n.d.a). Butterfly [Photos]. Instagram.
- Butterfly cinema. (n.d.b). Butterfly Cinema Community [Facebook page]. Facebook.
- Cabinet of Ministers of Ukraine. (2020). Postasnova Pro zapobihannia poshyrenniu na terytorii Ukrainy hostroi respiratornoi khvoroby COVID-19, sprychynenoi koronavirusom SARS-CoV-2 [Resolution On the prevention of the spread on the territory of Ukraine of acute respiratory disease COVID-19 caused by coronavirus SARS-CoV-2]. (In Ukrainian).
- Cinema citi. (n.d.). Web site.
- Cinema citi. (n.d.a). Cinema citi. [Photos]. Instagram.
- Cinema citi. (n.d.b). Cinema citi. [Facebook page]. Facebook.
- Comscore, Inc. (n.d.). How COVID-19 has continued to impact Digital Media Consumption in APAC.
- Fahmi Al-Zyoud, M. (2018). Social media marketing, functional branding strategy and intentional branding. Problems and Perspectives in Management, 16(3), 102-116.
- Fei Hao, Qu Xiao, & Kaye, Chon (2020). COVID-19 and China’s Hotel Industry: Impacts, a Disaster Management Framework, and Post-Pandemic Agenda. International Journal of Hospitality Management, 90.
- Filina, O. V. (2020). Vyznachennnia pokaznykiv efektyvnosti vykorystannia sotsialnykh merezh pidpryiemstvamy [Determining the indicators of the efficient use of social networks by enterprises]. Ekonomika i upravlinnia pidppryemstvamy – Economics and business management, 4, 23-29. (In Ukrainian).
- Gryshchenko, O. F., & Nesheva, A. D. (2013). Sotsialnyi media marketynh yak instrument prosuvannia produktu pidpryemstva [SMM as a tool for promotion of enterprise’s product]. Marketynh i menedzhment innovatsii – Marketing and management of innovations, 4, 86-98. (In Ukrainian).
- Jaakonmäki, R., Müller, O., & vom Brocke, J. (2017). The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing, Proceedings of the 50th Hawaii International Conference on System Sciences. 1152-1160.
- Kino Palace Lviv. (n.d.). Web site.
- Kino Tema. (n.d.). Web site.
- Kino Tema. (n.d.a). Kino Tema – Otse Tak Tema [Photos]. Instagram.
- Kino Tema. (n.d.b). Kino Tema. [Facebook page]. Facebook.
- KinoKiev.com cinema. (n.d.). Web site.
- Kinoland. (n.d.). Web site.
- Kinoland. (n.d.a). Kinoland [Facebook page]. Facebook.
- Kinoland. (n.d.b). Kinoland [Photos]. Instagram.
- Kinoman cinema. (n.d.). Web site.
- Kinoman cinema. (n.d.a). Kinoman [Facebook page]. Facebook.
- Kinoman cinema. (n.d.b). Kinoman.cosmo Instagram.
- Kotler, P., & Armstrong, G. (2004). Principles of Marketing (10th ed.). New Jersey: Pearson-Prentice Hall.
- Kotler, P., Armrstrong, G., Wong, V., & Saunders, D. (2013). Osnovy marketinga [Principles of Marketing] (5th European ed.) (751 p.). (In Russian). Dialektika-Viliams.
- Lazebnyk, Yu. O., & Ivasenko, M. G. (2020). Metodolohichni zasady doslidzhennia sotsialnykh media u restorannomu biznesi yak instrument protudii naslidkam COVID-19 [Methodological principles of social media research in the restaurant business as a tool for counteracting the consequences of COVID-19]. Ekonomika i upravlinnia pidpryiemstvamy – Economics and business management, 1, 152-158. (In Ukrainian).
- Linia kino cinema. (n.d). Web site.
- Linia kino cinema. (n.d.a). Liniakino Kyiv. [Photos]. Instagram.
- Linia kino cinema. (n.d.b). Linia kino [Facebook page]. Facebook.
- Livedune. (n.d.). web site.
- Multiplex cinema. (n.d). Web site.
- Multiplex cinema. (n.d.a). Multiplex [Facebook page]. Facebook.
- Multiplex cinema. (n.d.b). Multiplex. Instagram.
- Odeon. (n.d.). ODEON Cinemas [Photos]. Instagram.
- Odeon. (n.d.a). ODEON Cinemas [Facebook page]. Facebook.
- Odessa kino. (n.d). Web site.
- Oh, S. (2020, May 13). How COVID-19 has continued to impact Digital Media Consumption in APAC – March 2020.
- Oskar cinema. (n.d). Web site.
- Oskar cinema. (n.d.a). Kino [Facebook page]. Facebook.
- Oskar cinema. (n.d.b). Kino [Photos]. Instagram.
- Pidgurska I. A., & Legkyj O. A. (2019). Konkurentnyi analiz informatsiinoho biznesseredovyshcha u tsyfrovomu marketynhu [Competitive analysis of the information business environment in digital marketing]. Marketing and digital technologies, 3(3), 25-34.
- Planeta kino. (n.d.). Web site.
- Planeta kino. (n.d.a). Planeta kino [Facebook page]. Facebook.
- Planeta kino. (n.d.b). Planeta kino [Photos]. Instagram.
- Planetakino in Sumy. (n.d). Web site.
- Rutynskyi, M., & Kushniruk, H. (2020). The impact of quarantine due to COVID-19 pandemic on the tourism industry in Lviv (Ukraine). Problems and Perspectives in Management, 18(2), 194-205.
- Sohatska, O. M., & Lehkui, O. A. (2017). Efektyvnist tsyfrovykh marketynhovykh komunikatsii vid postanovky mety do otsiniuvannia rezultatu [Efficiency of digital marketing communications from goal to outcome evaluation]. Marketynh i tsyfrovi tekhnolohii – Marketing and digital technologies, 1, 4-31.
- Sterritt, D. (2020). Virtual Cinema, Quarterly Review of Film and Video, 37 (6), 505–507.
- Wizoria. (n.d.). (n.d). Web site.
- Wizoria. (n.d.a). Wizoria cinema [Photos]. Instagram.
- Wizoria. (n.d.b). Wizoria cinema [Facebook page]. Facebook.
- World Trade Organization. (2020). Trade in services in the context of COVID-19 (Information note 1, 2).
- Yehorycheva, S., Fysun, I., Hudz, T., Palchuk, O., & Boiko, N. (2020). Innovations in the insurance market of a developing country: Case of Ukraine. Problems and Perspectives in Management, 17(4). 175-188.