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Masarykova Univerzita Filozofická Fakulta Ústav Filmu a Audiovizuální Kultury

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Masarykova Univerzita Filozofická Fakulta Ústav Filmu a Audiovizuální Kultury Masarykova univerzita Filozofická fakulta Ústav filmu a audiovizuální kultury Bc. Jiří Kovanda (FAV, magisterské navazující prezenční studium) Od pirátského k legálnímu videotrhu. Transformace českého videotrhu v letech 1989 – 1993 (Magisterská diplomová práce) Vedoucí práce: PhDr. Jaromír Blažejovský, Ph.D. Brno 2014 Poděkování Na tomto místě bych velice rád poděkoval vedoucímu své práce PhDr. Jaromíru Blažejovskému, Ph.D., za poskytnuté cenné rady, nasměrování a vstřícný přístup v průběhu psaní, a neméně i za předávání svých zkušeností v průběhu celého mého studia prostřednictvím nadmíru inspirativních přednášek a seminářů. Dále děkuji Barboře Plškové za neocenitelnou pomoc při shromažďování podkladů a statistických videodistribučních dat. Mgr. Martině Veliké a Mgr. Janu Morkesovi děkuji za korektury a připomínky. Děkuji taktéž Michaelu Málkovi za poskytnutí osobních vzpomínek na události, které jsou předmětem této práce. Prohlašuji, že jsem pracoval samostatně a použil jen uvedených zdrojů. V Brně 14. prosince 2014 ..................................................... Jiří Kovanda 2 1. ÚVOD ...................................................................................................................................................... 5 1.1 PROČ ZKOUMAT VIDEODISTRIBUCI .................................................................................................................... 5 1.2 ČASOPROSTOROVÉ VYMEZENÍ .......................................................................................................................... 7 1.3 PROBLEMATIKA ZDROJŮ ................................................................................................................................. 9 1.3.1 Málo zdrojů a jejich nepřesnosti ........................................................................................................... 9 1.3.2 Neexistující žebříčky popularity filmů na videu .................................................................................. 11 1.3.3 Průnik videodistribuce mainstreamových žánrů s pornografií .......................................................... 12 1.4 ŠIRŠÍ KONTEXT VIDEODISTRIBUCE ........................................................................................................................ 13 1.4.1 Vývoj videotrhu ve světě ..................................................................................................................... 13 1.4.3 Společenské a ekonomické změny ...................................................................................................... 17 1.4.4 Pirátská videodistribuce ...................................................................................................................... 18 1.4.4.1 Formy pirátství ............................................................................................................................................... 20 1.4.4.2 Způsoby boje proti pirátům ............................................................................................................................ 22 2. VIDEODISTRIBUTOŘI V LETECh 1990 – 1993 .............................................................................................. 24 2.1 TRANSFORMACE ÚPF VIDEO V LUCERNAFILM VIDEO A JEhO ZTRÁTA VEDOUCÍ ÚLOhY V OBORU .................................... 24 2.1.1 Situace v leGální videodistribuci před r. 1989 ..................................................................................... 24 2.1.2 Neudržitelná situace mezi ÚPF a videopůjčovnami po roce 1989 ..................................................... 27 2.1.3 Prodej videokazet namísto pronájmu ................................................................................................. 30 2.1.4. Vznik Lucernafilmu ............................................................................................................................. 31 2.2 FILMEXPORT hOME VIDEO ................................................................................................................................ 32 2.4 NOVÉ VIDEODISTRIBUČNÍ SPOLEČNOSTI ................................................................................................................ 35 2.5 OBOROVÉ ORGANIZACE ..................................................................................................................................... 50 3. VIDEODISTRIBUČNÍ PRAXE V LETECh 1990 AŽ 1993 ................................................................................... 51 3.1 DISTRIBUČNÍ LICENCE PRO VIDEO ........................................................................................................................ 52 3.2 PŘÍPRAVA TITULU PRO ČESKÉ VYDÁNÍ .................................................................................................................. 54 3.3 VÝROBA FYZICKÝCh NOSIČŮ ............................................................................................................................... 57 3.4 SESTAVENÍ VYDÁNÍ ........................................................................................................................................... 60 3.5.1 Přímý prodej ........................................................................................................................................ 64 3.5.2 Videopůjčovny ..................................................................................................................................... 66 3.5.3 Velkoobchodní články ......................................................................................................................... 71 4. PROGRAMOVÁ SKLADBA VIDEOTRHU ....................................................................................................... 75 4.1 PROGRAMOVÁ SKLADBA ROKU 1993 .................................................................................................................. 78 5. ZÁVĚR ....................................................................................................................................................... 81 6. RESUMÉ .................................................................................................................................................... 87 7. LITERATURA A PRAMENY .......................................................................................................................... 88 7.1 LITERATURA .................................................................................................................................................... 88 7.2 PRAMENY ....................................................................................................................................................... 91 7.3 OSOBNÍ ROZhOVORY ........................................................................................................................................ 91 7.4 DOKUMENTÁRNÍ POŘADY .................................................................................................................................. 91 7.5 ZÁKONY A NAŘÍZENÍ ......................................................................................................................................... 92 7.6 INTERNETOVÉ DATABÁZE A ODKAZY ..................................................................................................................... 92 7.7 CITOVANÉ FILMY .............................................................................................................................................. 92 7.8 POUŽITÉ ZKRATKY ............................................................................................................................................ 97 8. PŘÍLOhY .................................................................................................................................................... 98 PŘÍLOhA Č. 1: CENOVÝ VÝMĚR Č. 3/962/1990 S ÚČINNOSTÍ OD 1. DUBNA 1990. .......................................................... 98 3 PŘÍLOhA Č. 2: VÝVOJ PRŮMĚRNÉ MZDY V ČESKOSLOVENSKU A ČESKÉ REPUBLICE V LETECh 1985 – 1996 ............................ 98 PŘÍLOHA Č. 3: ROZhOVOR S MIChAELEM MÁLKEM ..................................................................................................... 99 4 1. Úvod Předmětem zájmu této práce je transformace československého videodistribučního trhu v letech 1989 až 1993. V tomto časovém rozmezí se v československé videodistribuci odehrála zcela zásadní proměna, kdy se dosud nepříliš významné videodistribuční odvětví centrálně řízené státní filmové distribuce na jedné straně a stínová nelegální videodistribuční ekonomika na druhé straně dynamicky transformovaly v rámci nově zrozeného tržního prostředí do fungujícího legálního videodistribučního trhu. Videodistribuce měla v rámci transformačního procesu dosud státem řízeného Československého filmu po společensko-ekonomických změnách v roce 1989 zcela bezprecedentní postavení. Zatímco kinodistribuce, tradiční způsob uvádění filmů, měla v Československu k dispozici předobrazy a vzorce, jak může v rukou soukromého sektoru efektivně fungovat, ve videodistribuci na území Československa nic takového dosud neexistovalo. Video bylo nové masové médium a odhad jeho budoucí dynamiky v prostředí postkomunistické ekonomiky neměl žádný historický předobraz. Legální videodistribuce tedy prošla formováním zcela nového trhu,1 se kterým v Československu neměl nikdo zkušenosti, nebyly pro něj vypracovány žádné systémy, distribuční sítě ani pravidla. Zatímco v oblasti kinodistribuce si ještě v roce 1990 Ústřední půjčovna filmů v určité setrvačnosti udržela
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