APPLICATION OF BASIC TOOLS OF INTEGRATED MARKETING COMMUNICATIONS IN THE PROMOTION OF STREAMING SERVICES

The article is devoted to the basic tools of integrated marketing communications for promotion of streaming services, specializing in film industry productions. The authors give examples and analyze the experience of communication and marketing campaigns which take into account the specifics of IMC, the peculiarities of monetization of the services, the development of digital technologies and the needs of the target audience of online movie theaters. The tendencies in the promotion of domestic streaming services in modern conditions are identified.