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This bachelor thesis describes the field of film distribution that forms one of the three fundamental parts of the film industry. It sets this theme in a broader context, both historical and legislative. Independent and commercial tendencies are delicately yet firmly distinguished within the Czech film distribution itself. The practical part of the thesis presents a detailed profile of the Czech film distribution company Aerofilms. Final chapters focus on ongoing trends, especially phenomenon of audiovisual industry digitization. Last but not least, it targets a current threat of a rampant film piracy.

This work deals with theatre for children in Prague. The theoretical part discusses the history of theatre for children in the Czech Republic, further examines the definition and typology of theatres, shows the contemporary range of children's theatres in Prague and deals with applications of marketing in the area of theatre for children. The practical part contains an analysis of the results of an own survey carried out among the audience -- adults accompanying children -- of three theaters for children in Prague. The results are presented in the form of graphs and comments and interpreted in the context of the current situation of the Prague theatres for children. On the basis of the analysis concise recommendations and advices, which should be followed by the managers of these theatres, are formulated.

This Bachelor thesis analyzes the phenomenon of art house cinema with a focus on its programming and financing. Its aim is to provide an overview of the historical and contemporary perceptions of art film, the emergence of art house cinema and the various possibilities of funding through public or private support. The practical part of this thesis submits detailed insights into the programming and financing of Svetozor, an art house cinema in Prague. The text demonstrates that the attraction towards art house cinema is not only due to the specific programming of art films and furthermore that the presentation of alternative culture does not necessarily require financial dependence on public funds.

This bachelor thesis is aimed at the international festival Theatre World Brno. It is a very young festival, which has huge ambitions for the future, but still is looking for the right way for their implementation. The purpose of this work is to present the emerging cultural event which is trying to profile itself in the context of important cultural events in the Czech Republic, from the perspective of the organizers and thus understand deeper what organizing a festival which is not yet on the cultural map generally involves. The introductory part deals with a necessary theoretical minimum and the brief summary of selected theatre festivals, which could be potential competitors of Theatre World Brno. The following chapters are focused on the festival itself. Ideas leading to its establishing and cultural events preceding the Theatre World Brno festival are presented. The next chapter presents the program committee and institutions involved in organizing this festival. Marketing comprises a large part of this work because it is an essential part of any cultural events. Marketing tools are used to discuss program of the festival, venue, date, pricing and the promotional campaign. This part also deals with the public opinion, which was assessed using a questionnaire survey among the spectators. The focus was not only to verify the right direction of the promotional campaign and effectiveness of the tools, but also overall satisfaction of the festival's audience and pricing politics. Final section is focused on the budget of the festival.

1. description of the art market and its negative phenomenons 2. analysis of their causes 3. evaluation of the impacts

Research of motivation, values and other factors which influence preferences and consumption behaviour in the culture sector is standard practice in the developed countries. This bachelor thesis focuses on introducing several methods that have been used for the research in different countries. The practical part suggests a method which could be used for this kind of research in the area of Klatovy and the villages belonging to the power of this municipality. There have been developed statistical techniques used for measuring the relevance of the factors which influence the consumption behaviour in culture and arts. This might be significantly important not only for the cultural organisations and efficient decision making but also for the municipalities and the transparent redistributing of financial sources in this sector.

This bachelor thesis deals with programs supporting sales galleries. In the commercial sector, where irrelevant the traffic but sales of artworks presented in these institutions, the key point is to entice new customers with an interest in art. This thesis is therefore devoted to the project ARTWALK that should attract new potential buyers to the galleries.

My bachelor thesis is focused on describing direct sales as a specific method of running a business. The main purpose of the thesis is to analyze the publishing company called Southwestern, which has been using this method to distribute educational literature, and find out how the company reacts to decreasing demand after printed books. The theoretical part is devoted to history of direct sales and role of a succesful salesman. This part also contains the description of marketing mix and different types of literature. The analytical part is about the Southwestern company and its summer business program for students. This part describes the company's method of distributing its products, development of product portfolio, and the way students are motivated to choose this summer job. In the conclusion, I sum up the situation of Southwestern company on the market and I introduce the results of questionnaire, which is focused on facts that motivates students to choose the role of a salesman.

Private commercial galleries play a key role in the art market and their importance is undeniable. The operation of these institutions in the Czech Republic is a relatively unexplored topic. This bachelor's thesis is about the preparation of an exhibition in a private commercial gallery. In the first, theoretical part the different types of institutions of art are described and terms such as private commercial gallery and contemporary art are defined. The next chapter describes various steps that are related to the preparation of an exhibition. In the practical part, these steps are illustrated with examples of exhibitions in three private commercial galleries in Prague -- Jiri Svestka Gallery, Hunt Kastner Artworks Gallery and The Chemistry Gallery. The thesis demonstrates that the preparation of the exhibition in a private commercial gallery has a number of specific features as compared with other art institutions and that in many aspects it differs between private and commercial galleries themselves.

This bachelor thesis describes restructuralization of new digital television channel Z1, which began to broadcast in 2008 and was already during first months of its activity on the Czech media market stricken by problems. Those required stern steps in terms of business rebuilding and recovery. The first part of the thesis focuses on review and comparison of the Czech television news channels. It also mentions causes and solutions of the crisis. The second part illustrates implementation of restructuralization measures in order to streamline business of private news channel Z1, which, thanks to its rebulding, managed for now to overcome period of crisis.

Gymnasium Benešov is a very significant educational institucion in the city. Its history is closely linked to the order of piarists, who came into the city in the early of the 18th century. They established a colliage here and started a school teaching. The existence of the order then played a very important part in cultural development of the city and its inhabitants. In 1907 a new neo-renaissance building was constucted for this institucion, because the number of students was ever growing. One part of the new building was a baroque chapel with seccesion wall paintings. During the last century these paintings met a very complicated but remarkable history. The central themes of these paintings were strongly religiously oriented and were therefore in conflict with political power, which came after the Communist revolution in February 1948. So it happened that they were painted over and for several decades disappeared from the world. They disappeared, but were not lost nor completely forgotten, under a layer of white paint they only rested, waiting patiently for the day of their re-discovering. It eventually took place in the reconstruction of the chapel, which was carried out in the school year 2006/2007 on the occasion of the building's centennial celebrations. Let us now together in the footsteps of the reconstruction, let us examine what preceded it, what diffficulties it met and what results it finally brought.

Promotion of a cultural area in the capital city of Prague is related to sustainable urban development in the cultural field. Promotion and development of the city is closely connected with the promotion and development of culture in a given location and this symbiosis is almost indispensable. The use of advertising media to evaluate investment in cultural values is another important element to achieve the development of culture in society and create interest in it. This work deals with the promotion in the cultural field that is why it is so important to define the concepts related to the issue of promotion and sustainable development in the cultural field in the theoretical part of the work. On the concrete cases of selected cultural institutions and promotional strategies of the City Gallery Prague and National Museum in the practical part the influence of promotion and representation on the success of institutions and their contribution of the city is show and approached. At the end there is a comparison of findings from the theoretical part with the results of my own survey.

A growing number of events, as events with ritual and ceremonial character to meet specific human needs and their cultural, social and political role become increasingly important. Especially in the UK, USA and Australia have been shaping a new perspective on exploring the phenomenon, which has been known since the beginning of human society, yet with a modern view of culture as an economic and social-cultural capital, it gets an entirely new meaning. With the latest information from the planning and research the impact of events I try to jump to conclusions in my thesis, that the event brings to society and its cultural heritage not only new opportunities in terms of image, form and presentation, but may also help the economic and social - cultural growth of the place, institution or region. In my thesis, I focus on examples and types of events that may be beneficial for the cultural heritage of the Czech Republic and the possibility of measuring both the tangible and intangible impacts that events should bring. I believe, that this work can be a source of new knowledge of cultural institutions and tourist destinations, which should encourage good policy making events and their relation to economic and social - cultural potential of local and regional cultures, creating one of the possible elements of creative industries, leading to the economic development of the Czech Republic.

The subject of bachelor's thesis is to find appropriate definition of kitsch and determination of his role in contemporary popular music. Theoretic part summarizes definitions of kitsch and its relation to art and society, mainly focusing on the theory of kitsch by philosopher and aesthetician Tomáš Kulka. Practical part of the thesis focuses on the area of populat music. The effort of the practical part is to analyze economic success of kitsch on contemporary music industry with main focus on american ( most significant nowadays) industry.

The main aim of my bachelor thesis is to describe the possibilities and approaches how to renewal cultural relicts which have already lost their use and how to integrate them into a contemporary community. In a theoretical part of the work original requirements for preservation of cultural heritage in the Czech Republic are discussed and individual conceptions concerning this systematic care are presented. Since a main problem is a shortage of financial sources in a culture, a possibilities of utilization of European Union Structural Funds are discussed. The utilization of European Funds simplifies and helps to many subjects to ensure a needed care for monuments. These Structural Funds enable to many villages and cities to carry out such projects which should be hardly ever done without this support. For a practical part of my work I have selected a region of Prague called Dolní Počernice which has been a successful recipient of these European Funds for several years and, on the basis of these Funds, it has already finished many unique projects to preserve and develop cultural assets. Each of these already realized or planned projects is a good example how to improve the life of the people in the region and how to enrich a social and culture life of habitants. In addition, these Funds can help to increase a competitiveness and attractiveness of this region. I believe that these projects are not the final ones but they are only a step for a further development of this part of the Prague.

This bachelor thesis is focused on the topic of the shor-term international voluntary projects and its position in the cultural field. The main goal of this thesis was to create a complex theoretical dokument, which would describe the area of the international volunteering, its juristical requirments, organizational structure and motivators. The practical part implants the projects of workcamps into the cultural field, creates a new categorization of projects and provides two particular case studies from the cultural field.

This bachelor's thesis discusses the exhibition of works of art. It deals with activities that are within the competence of the organizer of such events. In the theoretical part the general principles and phases of the project are described. These are then itemized in the activities that preceded the exhibition and provide an overview of wals, which can be solved. This work deals with the role of artistic manager, including his collaboration with individual cells project, issues of financing promotion and selecting the area for the exhibition. Aspects of the theoretical part are applied in practical part of a project-specific exhibition of photographic works.

This bachelor thesis is aimed at art as an investment. At first, the thesis defines and subscribes basic concepts and main participants on the art market. The thesis works not only with the world concept of the art market, but also brings information about the art market in the Czech Republic. The next section describes the methods and practical steps, which are used in art appraisal. The final part presents the art investment strategies and is engaged in the presumed evolution of the art market.

This thesis is analyzing culture and tourism in Krivoklatsko Protected Landscape Area in Central Bohemia. It has large potential to become a favorite and prosperous destination due to long history, plentiful cultural capital and rare nature. Firstly, basic definitions are given for better orientation and understanding of this theme and then there is described a cultural capital of this area. Last part focuses on culture and tourism in Krivoklatsko with a view to creation of the destination Krivoklatsko. After analysis of tourist infrastructure the study of management and partly of marketing follows. Present situation is presented by analysis of Information Centre Budy in Krivoklat.

This Bachelor paper, entitled " Cultural Policy in Hradec Králové and its outputs" is a description of cultural policy in Hradec Králové, definition of their aims and financing. The tendency is to point out the changes which the cultural policy of the city came through in the past and also to evaluate a level of communication between the municipal council and citizens. At the beginning of the twentieth century Hradec Králové was called " The Salon of the Republic", especially because of its architecture. Except the distinguished architecture Hradec Králové has also the rich cultural history and it will be very exciting to deal with that to what measure is the influence of these aspects on nowadays Hradec Králové and how the city takes care of this cultural heritage.Culture is an important part of the life in Hradec Králové and a lot of cultural actions like festivals, concerts or exhibitions that are described in the text are organized here. Part of the paper is also a case study of the theatre festival called "Theatre of European Regions".

This diploma thesis studies culture as a potential factor of a town development. The effects of the culture and its action of a town development are described on illustration of impacts of the project European Capital of Culture. There is foreshadowed how this project affects an economic situation, as is employment, various economic indicators, a town budget or possibilities of a draw from external financing arrangements. Last but not least there are mentioned effects which the culture has in a sphere of social areas, a competitive advantage, or a landscape planning.

The bachelor thesis deals with local and regional culture, its importance and the influence of the cultural policy. The theoretical part focuses on the definitiv of specific terms, on the organization of culture and the analysis of tangible and intangible culture of Pardubice region. The practical part is dedicated to the regional cultural policy and its impact on the culture of the selected region. I also include the examples of using or not using the possibilities of cultural policy.

The thesis deals with the present situation of groups in the folk and country music area, describes the pluses and minuses of amateur bands running and the opportunities of their professional or economical growth. The work arises from the common public materials and data or the personal interview of the bands members and the organizers of particular actions. The analysis of the folk festivals and their financing was completed on the basis of statictics. The practical part is based on the experience of the "Berušky" band from Jablonec nad Nisou city. The band has been running in the folk and country genre for twelve years and it brought out its first authorial CD.

This study is focused on the relationships between tourism and industrial heritage. One of the main issues discussed in this study is the definition of industrial heritage from the economic perspective, as it has been considered as problematic task. The study is concerned with positive social-economic impacts of industrial heritage on its surroundings by using particular tools such as destination management. Moreover, the study investigates the opportunities of improving the level of regional development by highlighting the cooperation between tourism and industrial heritage spots as leading activities to creation of touristic tours. The objective of this study is to prepare the effective proposal of "Industrial heritage tour in Pardubice region", to define weaknesses and opportunities in the tourism industry in this region and to propose the solution in this tour.

Bachelor thesis called "Cultural capital of Hradec Králové and its influence to the cultural policy of the city" describes creation and development of this modern city during the last century. The thesis focuses mainly on significant buildings and constructions of the last few years. Tradition and the image of the city influence two main sectors that are mentioned here. The first of them are plans for the future, created by municipal council, the second is the lifestyle of inhabitants. The last chapter refers to investigation on public opinion.

The aim of this thesis is to define the relationship between cultural capital of the Beroun region and tourism through the description and subsequent introduction of conception within the case study of landmark infrastructure in a particular location. The theoretical part is aimed at defining the basic terms of the field, the practical one concentrates on a description of the present state of cultural capital in the region with strong ties to tourism and presents a concept to improve the situation in the village Nižbor.

The content of this work is animation of music and analysis of a specific instrument, which is marketing and PR. The art of music is focused on classical music festival. The practical part examines the individual components of marketing as a SWOT analysis, marketing mix in two music festivals taking place in the Czech Republic. It is the Smetana's Litomyšl International Opera Festival and the International Festival of Sacred Art St. Wenceslas Festivities. The conclusion assesses the role of animation and compares marketing of these two festivals.

The thesis is studying the utilization of cultural capital (in the sense of cultural heritage as well as of performing arts) for the development of tourism industry. It focuses on cultural tourism as one of the most important and also one of the most quickly developing forms of tourism. It also describes the possibilities of destination management and marketing and the role of tourist organisation. Practical part is focused on the region of Polabí in Central Bohemia. There are many monuments in this area, but it is not considered an important Czech tourist region. After the short description of the region and its sights, the possible advantages of region's cultural capital are analysed. The role of the tourist organisation Zlatý pruh Polabí o.p.s. is considered as well.

This bachelor thesis is aimed at one of the most important theater festivals of its kind in the Czech Republic - Summer Shakespeare Festival. The greatest emphasis is on location in Prague, the major scene of a festival in the premises of the Supreme Burgrave's House of Prague Castle and the overall significance of the festival for the capital city. The beginning is devoted to the history of the Summer Shakespeare Festival in terms of creation of the festival and development of it's program. Many of the area gained marketing, which is essential in any organization of cultural events. You will find a theater festival as a specific product and how to make such a product ad. An important point is the blog and the views of the festival audience. Another chapter is devoted to financing Summer Shakespeare Festival and how to obtain financial and media support. Thesis shows the preparation and conduct of the festival in practice. The uniqueness of this project is to interconnect the theatrical performances and cultural monuments, so another part of the paper alludes to the scene and related matters. Final section is focused on programming plan of Summer Shakespeare Festival in the coming years and comparison of the importance of the festival not only in the scale of the Czech Republic.

Bachelor thesis is devoted unused industrial premises and possibilities of their adaptation to a new post. The first part focuses on the value and potential of industrial heritage. It is compared the negative impacts of unused brownfield sites in the city with a positive contribution to their reuse. It is considered a possibility to use technical monuments as a seat of cultural organizations in the second part. The text mentions several international examples of this type of conversion. Subsequently, on the basis of mutual comparison of several Prague industrial sites used by cultural organizations have evaluated the pros and cons of their coexistence.

This thesis is aimed at transformation of theatre network in Prague. It describes history and developement of theatre network in Prague and analyses current situation of theatres established by Prague City Hall and transformated in 2002 to another legal form. The thesis is also focused on theatre funding and grant system of Prague and the comparison of these with the capital city of Germany, Berlin. At the end it presents some possible ways of transformation to another legal form.

This bachelor thesis called "Image and Corporate identity in relation to cultural institutions" is engaded in the first part to meaning of CI in theoretical level. Also is trying to compare all the methods, procedures and general rules of CI with cultural sphere and determine any differences. In the second part is presented practical example of corporate design of cultural institution. Presented and analyzed is Centre of Contemporary Art DOX in Prague.

The theme of this thesis is the cultural capital and its use in the field of tourism. Specifically, it deals Podblanicko region, which is linked to the phenomenon of the mythical Mount Blanik, and the army of St. Wenceslas. Podblanicko is a place with a large number of cultural and natural attractions where the main tourist destination is a mountain of Blanik and the same protected area. The aim is to describe and evaluate the cultural potential of the region and its links to tourism, especially through of local cultural heritage, events and institutions. Part of this work is also devoted to the use of subsidies from the European Union to support tourism. Finally, it is characterized by the promotion of the region, which is currently being implemented under the project Blaník Knights.

The aim of this bachelor's thesis is to introduce different types of events and present detailed description of the process from the preparation in beginning to final evaluation, based both on personal experience as well as existing industry standards. Practical part focuses on preparation and progress of two different-sized events - a conference and a film festival. Both events are thoroughly discussed at every stage and final comparison of the two is presented.

Bachelor thesis deals with the regional culture and its connection with tourism in the town Tábor and its surroundings. Its objective is to evaluate the use of a cultural potential of the region through tourism products. Hussite tradition is Tábor's cultural potential and it is currently reflected especially in two major tourism products of Tábor. These are the historic festival called Tabor meetings and the Hussite days, which are characterized in the work.

The Bachelor's Thesis focuses on the possibility of a direct link between the social and cultural development within the neighbourhood of a cultural institution and the development of the institution itself. The evaluation is based on the comparison among the elements which have appeared in connection with two iconic cultural institutions -- Tate Modern and Guggenheim Museum Bilbao. The elements are attractiveness for the international visitors, the amount of public income, the conversion of industrial heritage, participation in strategic regeneration plan of the area and the clustering of creative enterprises. These elements are applied on the evaluation of a link between the current development of a postindustrial quarter Dolní Holešovice and the existence of DOX Centre for Contemporary Art.

The aim of this paper is to confirm a hypothesis:"Marketing communication of galleries in Prague and Wien has similar features becouse of their common development, but marketing communication in Wien has higher quality". This hypothesis was confirmed by comparation of different forms of marketing communication in both cities.

This bachelor's thesis deals with a problem of small commercial gallery business. The teoretical part of my thesis is concerned with choosing the proper juridical form for the business, with composition of business plan, with financial plan and financial safety of a gallery. Further, specificity of small commercial gallery business and new trends in the art field are mentioned in this part. The aspects which are described in the theoretical part of my bachelor's thesis are applied to foundation of one fictive concrete private selling gallery afterwards.

This Bachelor Paper, entitled "The Role of the Media in Propagating Creative Culture: The Sazavafest Music Festival", deals with the issue of media and media communication. The theoretical part of the paper defines the basic terms such as media and communication and briefly explains their development. Predominantly, however, the paper deals with propagation as one of the forms of media communication. The main principles of successful propagation and its tools are then applied in the practical part of the paper, which focuses on analysing the specific media campaign of the SazavaFest festival. The analysis is made chronologically, from the preparation stage until its evaluation and assessment. The paper does not fail to determine the main target groups of the festival and the aims of the campaign in general. The paper concludes with the formulation of the author's own proposals for increasing the effectivity of the entire media campaign.

This thesis deals with the specifics of marketing focused on commercial musical shows in Prague. The theoretical part of the introduction is characterized by two basic concepts, which are musical show and marketing. Furthermore, it focuses on the marketing mix, target customer, the competitive environment analysis and SWOT analysis. All these elements are generally characterized first and then applied directly to the musical environment. A practical part of the general principles is being demonstrated, by applying it on a musical show Baron Munchausen. Another section is devoted to selected marketing specifics, which comes with it. Based on principles characterized above, this thesis is trying to analyze two current Czech musical projects, "Robin Hood" and "Deti raje". In conclusion, there is mention of the specifics, which comes with musical shows when is license purchased from abroad and also on the website arising in connection with this genre.

The aim of this thesis is to suggest an efficient marketing strategy for the use of functionalist sights as part of national heritage. This architecture from the first half of the 20th century has a large potential for both local inhabitants and tourists. The final suggestions are based on analysis and survey. The main solution of the problem is to improve marketing activities and communication with the potential tourists.

This bachelor thesis describes Sušice, a town that has a large potential to become a centre of tourism for the Šumava region. The town's location is very attractive regarding its proximity to the Šumava National Park, the provided services are on the same level as other western countries, and it can accommodate needs of modern people. I analyze why it is and describe the town's politics in the last twelve years, which is open to this idea. I describe how the funds provided by the European Union help the town - based on the enhancement of the town's standards firstly from the perspective of the town's appearance, development of leisure activities, and support of culture programs.

In the last 30 years in the world of art increased the need to implement the economic strategies for the administration of non-profit organizations. The aim of the thesis is to describe to the readers the application of the marketing tools in the field of gallery management. The thesis consists of three parts. The first part concerns the development of museology and the situation of culture in Czech Republic. In the second part the thesis deals with the development of art marketing and the way in which the world of art perceives the basic differences between product and customer. The third part is the analytical part. It analyzes the different ways in which specific applications of marketing tools are used in five selected Prague galleries. The goal of the thesis is also to illustrate the situation of galleries in Prague and the revision of some basic elements needed to improve their competitiveness in Europe.