Abstract

This research proposed a conceptual framework in which film festivals represent a holistic communication tool employed by the film industry. From this perspective, film festivals require careful advance planning pertaining to both general financial outcomes and specific objectives for separate target audiences. This research offered a novel approach to investigations of film festivals. Therefore, it began with a review of pertinent topics analyzed by previous research into film festivals. It next identified target audiences and investigated how film festivals might provide a holistic communication tool for achieving different marketing objectives, such as image creation, communication, and distribution. After examining the benefits to these different target audiences, this study drew interesting conclusions with respect to the relevance of film festivals as a key communication tool.

Key words: Film festivals, holistic communication tool.