Samenvatting

This paper covers promotional communication of a theatrical film release in the Netherlands and Flanders. The client, Benelux Film Distributors, wishes to gain knowledge on effective communication applied to these markets so policy decisions can be taken more strategically. Expert interviews were taken from relevant BFD executives. This gives an indication of the experiences by the business and of the knowledge that is not known. The interviews also determine whether the strategic measures suggested by literature are indeed suitable for BFD in either the Netherlands or in Belgium. In-depth interviews give the best qualitative results and are best when researching in-depth decision processes.