Radenko Ranković

The Role of the Medium Sponsor in Serbian Cinematography


The changes in cinematography caused by the invention of TV, and its development into satellite, cable and local TV, and by the advent of home video and DVD, have brought about a drastic reduction of cinemas, movie goers, and especially of the time films spend in distribution. Until the end of the sixties the standard time was – five years; by the end of the eighties this time was reduced to three years; nowadays the average time is – six months. For that reason film distribution is looking for new promotional strategies and models of sponsor engagement. The role of the medium sponsor in Serbian cinematography is identical to that role in other parts of the world, but in the future Agencies for Public Opinion Research and medium connection should be more involved in the efforts to improve the relationship between films, distributors and medium sponsors.