Croatian image analysis through film industry as a macromarketing tool

The goal ofthis paper is to analyze the influence of films on the image of an actual location of filming at the local, regional and national level. With this purpose, a preliminary study was conducted on 200 respondents in the period from February 5th to March 5th, 2014. Results showed that more than half of respondents have a neutral opinion (which indicates that domestic film has not contributed to, but also has not negatively impacted on the image of Croatia) while the majority of them believe that there is enough potential to create quality films that will improve the image of Croatia in the future. It is important to note that, although it has been twenty years since the war, the majority of respondents still associate Croatian, Serbian and Bosnian-Herzegovinian cinematography with war. It is necessary to enhance general awareness of domestic film production, which contributes to culture, art, Croatian language and cultural heritage. Conversely, it is necessary to engage all the qualities of profitable and conventional marketing in order for budgets to be higher, thus generating better quality productions. It is also important to develop a strategy for the promotion of the film industry in order to create a better image of Croatia.