Utjecaj streaming servisa na kino industriju

master's thesis

• Title (english): The impact of streaming services on the film industry
• Author: Nera Puharić
• Mentor: Tanja Grmuša (mentor)
• Committee member: Lana Ciboci Perša (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Tanja Grmuša (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Ovaj rad bavit će se ulogom streaming servisa i njihovim utjecajem na kino industriju. U radu se objašnjava sâm pojam streaming servisa i kinematografije, te se iznosi njezin kratak povijesni pregled. Rad se temelji na važnosti streaming servisa i kino industrije, njihovog socijalnog aspekta i razloga zbog kojega se publika odlučuje na njihovo korištenje. Cilj kino prikazivača, ali i streaming servisa je ostvariti što veći broj zadovoljnih posjetitelja odnosno korisnika i na taj način osigurati svoje daljnje poslovanje. Tako je jedna od glavnih zadaća privući upravo publiku, koja u posljednje vrijeme ima sve više opcija za konzumaciju filmova. Od već zaboravljenih videoteka koje su s razvojem tehnologije pale u drugi plan, štošta se promijenilo u načinu konzumacije video sadržaja. Kina su osjetila potencijalnu ugrozu koju im streaming servisi mogu prouzročiti, te su krenula s opsežnijim marketinškim kampanjama po izlasku novih filmova kako bi naglasila svoju ekskluzivnost kojoj streaming servisi ne mogu parirati. To se očituje i u kreiranju evenata i filmskih festivala kako bi privukli što više posjetitelja. Streaming servisi pak nude luksuz gledanja filmova iz udobnosti vlastita doma po znatno jeftinijim cijenama što ih stavlja u vrlo povoljan položaj. Kako bi se ispitali stavovi publike vezani uz ovu aktualnu temu provedeno je kvalitativno istraživanje u sklopu dvije fokus grupe. Istraživanje je provedeno u listopadu i studenom 2022. gdje su obrađene sljedeće teme: osobna preferencija filmova, upućenost u streaming servise, uloga kina u svakodnevnom životu i percepcija važnosti streaming servisa.

Abstract (english)

The subject of this thesis is the role of streaming services and their influence on the
cinematographic industry. The paper will explain the terms of streaming services and
cinematography, and gives its brief historical overview. The paper is dealing with the
importance of the streaming servi ces and the cinematographic industry , their social aspects and
the reasons why the audience opt for streaming services. The objective of the cinema theatres,
but also of the streaming servi ces providers, is to achieve as large numbers of satisfied film
watchers/service users and in this way to ensure the satisfactory business performance . Hence,
one of the essential tasks is to attract the audience that lately has access to an increasing number
of film consumption options. From the days of already forgotten video rentals, which due to the
technological development, became obsolete, the film consumption has seen a succession of
changes. The cinema theatres detected the potential threat that the streaming services may pose,
so they adopted the practice of launching wide ranged marketing campaigns after release of
new films in order to emphasize their exclusivity which the streaming servi ces ar e not able to
match. This endeavour takes form of creation of events and film festivals aimed at an audience
as large as possible. The streaming services providers offer the luxury of watching films in the
comfort of one’s home at markedly lower prices, which gives these services a significant edge.
In order to poll the opinions of the audience concerning this issue, a quality investigation was
con ducted within two focus groups. The investigation was carried out in October and November
2022. The following t hemes were dealt with : personal preferences when the films are
concerned , familiarity with streaming servi ces , the role of cinema theatres in one’s daily life
habits, and perception of the importance of the streaming servi ces
s

• Keywords: streaming servisi; kino industrija; publika; kvalitativno istraživanje; fokus grupe.
• Keywords (english): streaming servi ces; cinematographic industry; audience; quality investigation; focus group
• Language: croatian
• URN:NBN: urn:nbn:hr:111:338597
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-25 09:58:08