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Thesis Deals with Blockbuster Trailers from Years 2005-2015

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Thesis Deals with Blockbuster Trailers from Years 2005-2015 UNIVERZITA PALACKÉHO V OLOMOUCI FILOZOFICKÁ FAKULTA Katedra divadelních a filmových studií SOUČASNÝ BLOCKBUSTEROVÝ FILMOVÝ TRAILER V KONTEXTU PRODUKČNÍCH, DISTRIBUČNÍCH A PROPAGAČNÍCH PRAKTIK Diplomová práce Autor: Bc. Pavlína Rupová Vedoucí práce: Mgr. Luboš Ptáček, Ph.D. Olomouc 2016 Prohlášení Prohlašuji, že jsem diplomovou práci na téma: „Současný blockbusterový filmový trailer v kontextu produkčních, distribučních a propagačních praktik“ vypracovala samostatně pod odborným dohledem vedoucího práce a uvedla jsem všechny použité podklady a literaturu. V Olomouci dne Podpis Na tomto místě bych ráda poděkovala několika lidem, bez kterých by tato práce nevznikla. Mé díky patří Mgr. Luboši Ptáčkovi, Ph.D. za odborné vedení práce, trpělivost a ochotu. Ráda bych poděkovala Mgr. Milanu Hainovi, Ph.D. za jeho seminář na téma filmových trailerů, který mi rozkryl nové obzory traileru. Mé poděkovaní patří také PhDr. Janu Závodnému Pospíšilovi, Ph.D. za jeho připomínky ke kapitole o filmovém trhu a za jeho entuziasmus s jakým vyučuje marketing. Dále děkuji všem respondentům, kteří mi věnovali svůj čas a byli ochotni se se mnou podělit o své divácké zkušenosti a názory na trailery. V neposlední řadě bych chtěla poděkovat facebookové skupině Finding Peace With Endo, a věnovat tuto práci všem ženám, které bojují s touto nemocí. Na závěr patří obrovský dík mé snoubence, která mi byla oporou a podporovala mě po celou dobu vzniku této práce. .......................................................... podpis NÁZEV: Současný blockbusterový filmový trailer v kontextu produkčních, distribučních a propagačních praktik AUTOR: Bc. Pavlína Rupová KATEDRA: Katedra divadelních a filmových studií VEDOUCÍ PRÁCE: Mgr. Luboš Ptáček, Ph.D. ABSTRAKT: Diplomová práce se zabývá trailery blockbusterových snímků z let 2005 až 2015. Na trailery nahlíží z hlediska filmového marketingu a jejím cílem je objasnit úspěch deseti divácky nejúspěšnějších filmů na území České republiky v kontextu produkčních, distribučních a propagačních praktik. Metodologicky práce používá Advanced Triangular Method – v úvodu objasňuje problematiku zkoumaného problému, charakterizuje používané termíny a teoretické koncepty. V praktické části analyzuje vybrané trailery ze zkoumaného období, kvantitativní a kvalitativní data získaná dotazníkovým šetřením a hloubkovými rozhovory. Závěrečná část práce představuje case study mediální kampaně filmu Deadpool. V závěru práce shrnuje výsledky analýz. Filmové trailery využívají postmoderní marketingové koncepce vycházející z behaviorální ekonomie, budoucí využití trailerů se posune dále do kyberprostoru a bude více využívat zejména sociálních sítí. KLÍČOVÁ SLOVA: filmový trailer, blockbuster, filmový marketing, advanced triangular method TITLE: Current Blockbuster Film Trailer in the Context of Production, Distribution and Promotion AUTHOR: Bc. Pavlína Rupová DEPARTMENT: The Department of Theatre, and Film Studies SUPERVISOR: Mgr. Luboš Ptáček, Ph.D. ABSTRACT: This diploma thesis deals with blockbuster trailers from years 2005-2015. Trailers are considered from a film marketing perspective. The objective of this thesis is to clarify success with audience of the ten most popular films in the Czech Republic in the context of production, distribution and advertising. Methodologically the thesis employs the Advanced Triangular Method. In the introduction, the background of the researched field is clarified, and the use of the terms and theoretical concepts is described. The analytical part focuses on five trailers selected from the period studied; and on the collected quantitative (questionnaire) and qualitative (in-depth interviews) data. The final part of the thesis presents a case study of the media campaign of the film Deadpool. The conclusion summarizes the results of all the analyses. The study confirms that film trailers use postmodern marketing concept based on behavioral economics and suggests that the future use of trailers will move further into cyberspace, where it will benefit from the use of the social media. KEYWORDS: film trailer, blockbuster, film marketing, advanced triangular method Obsah ÚVOD ......................................................................................................................... 8 Vymezení tématu ............................................................................................................... 9 Teoretický rámec výzkumu ............................................................................................... 12 Metodologie ..................................................................................................................... 23 1 TEASER, TRAILER, BOCKBUSTER ........................................................ 31 1.1 Teaser (kampaň)...................................................................................................... 31 1.1.1 Teaser trailer: narace .......................................................................................... 34 1.2 Trailer ...................................................................................................................... 35 1.2.1 Trailery a internet ............................................................................................... 37 1.2.2 Rating trailerů ..................................................................................................... 38 1.3 Blockbuster ............................................................................................................. 44 1.3.1 High concept ....................................................................................................... 49 2 FILMOVÝ TRH............................................................................................. 53 2.1 Definice vybraných ekonomických pojmů ............................................................... 53 2.1.1 Služba jako statek ............................................................................................... 54 2.1.2 Kde na trhu stojí filmové společnosti? ................................................................ 55 2.1.3 Globalizace a oligopolní trh ................................................................................ 56 2.1.4 Reklama .............................................................................................................. 58 3 ANALÝZA VYBRANÝCH TRAILERŮ ...................................................... 60 3.1 Harry Potter a Ohnivý pohár ................................................................................... 60 3.2 Mamma Mia! .......................................................................................................... 63 3.3 Avatar ..................................................................................................................... 66 3.4 Skyfall ..................................................................................................................... 68 3.5 Hobit: Bitva pěti armád ........................................................................................... 71 4 ANALÝZA ZÍSKANÝCH DAT .................................................................... 74 4.1 Kvantitativní výzkum ............................................................................................... 74 4.1.1 Harry Potter a Ohnivý pohár ............................................................................... 82 4.1.2 Mamma Mia! ...................................................................................................... 84 4.1.3 Avatar ................................................................................................................. 86 4.1.4 Skyfall .................................................................................................................. 88 4.1.5 Hobit: Bitva pěti armád ....................................................................................... 90 4.2 Kvalitativní výzkum ................................................................................................. 92 4.2.1 Harry Potter a Ohnivý pohár ............................................................................... 96 4.2.2 Mamma Mia! ...................................................................................................... 98 4.2.3 Avatar ................................................................................................................. 99 4.2.4 Skyfall ................................................................................................................ 101 4.2.5 Hobit: Bitva pěti armád ..................................................................................... 103 5 CASE STUDY – MEDIÁLNÍ KAMPAŇ FILMU DEADPOOL .............. 106 ZÁVĚR .................................................................................................................. 113 SEZNAM PRAMENŮ A LITERATURY ........................................................... 119 SEZNAM OBRÁZKŮ .......................................................................................... 127 SEZNAM TABULEK A GRAFŮ ........................................................................ 128 SEZNAM ZKRATEK ........................................................................................... 129 SEZNAM PŘÍLOH .............................................................................................. 130 Úvod „Brzy ve vašich kinech.“ Doma u počítače, venku na tabletu či smartphonu, u pokladen v kině, před začátkem filmu v sále, při sledování televize – trailery na nové filmy se snaží upoutat naši pozornost a přilákat nás
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