TÜRK FİLMLERİNDE YAŞANAN PAZARLAMA SORUNLARI İLE İLGİLİ ARAŞTIRMA

1896 yılında Osmanlı İmparatorluğu döneminde sinema ile tanışan Türk toplumu 100. Yıldönümünü kutladığı 2014 yılında bir nevi Rönesans yaşamıştır. Çin ve Rusya'dan sonra en hızlı büyüyen 3'üncü pazar haline gelen Türk sinema endüstrisi, 2015 yılında 670 milyon hasılat elde etmiş, 60 milyon adet bilet kesilmiş, 403 film vizyona girmiştir. Bu rakama 134 Türk filmine harcanan 280 milyon lira da eklenince 1.1 milyar liralık Türk sinema endüstrisi oluşmuştur. Arkasında güçlü yapımcıların olduğu Düğün Dernek 2, Kocan Kadar Konuş, Mucize gibi yerli filmlerin gişe başarısı elde ettiği düşünülürse, bağımsız yapımcıların zorluklarla ortaya çıkardıkları filmlerini pazarlamakta ne kadar büyük problemlerle karşılaştıkları anlaşılabilir. Araştırmaya zemin hazırlayan anket, en önemli yapımcı derneği olan Seyap'ın 300 üyesine gönderilmiştir. Makalede, yaşanan sorunlar saptanmış ve gelişmiş batı ülkelerindeki film pazarlama yaklaşımları ve teorileri göz önüne alınarak çözüm önerileri geliştirilmiştir.

A RESEARCH ABOUT MARKETING PROBLEMS OF TURKISH FILMS

The Ottoman Empire introduced cinematograph to the Turkish society in 1896.The Turkish cinema experienced it's Renaissance with the celebration of 100th anniversary in cinema. Becoming the 3rd growing market after China and Russia, the Turkish cinema industry made 670 million TL turnover, 60 million tickets were sold and 403 films were screened in 2015. Adding 280 million TL invested on the production and marketing of 134 Turkish films ,the Turkish film industry becomes 1.1 billion TL market.Films like Düğün Dernek 2,Kocan Kadar Konuş and Mucize had great commercial success as they had very strong producers. But the independent film makers have great difficulties while producing and marketing their films. The questionnaire, that was prepared to grasp the marketing problems of the Turkish films, was sent to all members of Seyap,the most important producers' association of Turkey.In the article the marketing problems of Turkish films and solutions were summarized and recommendations were defined based on the film marketing approaches of the developed Western countries.

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