Marketing Strategies of Small Cinema in the Age of Media Platformisation

This conference presentation was delivered by Marta Materska-Samek at the Media–Marketing Integration Conference, organised by the University of the Arts London (London College of Communication), on 3–4 July 2025. The presentation examines how the platformisation of the film industry—particularly the growing dominance of global streaming services—has reshaped the operating environment for small European film markets and necessitated a reconceptualisation of marketing effectiveness. It pays particular attention to the implications of artificial intelligence for film marketing and highlights the distinctive value proposition of alternative theatrical venues. Drawing on CRESCINE outputs, including Deliverable 6.3 (comprising three articles) and an accompanying visual report, the presentation synthesises how marketing strategies can be articulated across four strategic market orientations.