Strategic Orientation of Film Organization Development in the Digital Age

  The development of the film industry is inextricably linked with technological changes. Thus, the digital society is already characterized by various achievements in the production of interactive films based on virtual reality, the frequent use of smartphones as cameras, the emergence of fully digital film sets. Modern digital reality has influenced the activities of film organizations, changing the main value chain of film products due to the emergence of new digital platforms in the process of distribution and creation of film products, which created the need to improve the development strategy of the film business. The article draws a connection between strategic management and strategic orientation based on the research of Russian and foreign scientists in the field of economics. The paper proposes the components of the process of strategic orientation in the film business based on the creation of a value chain, since the links between the individual stages affect the competitive advantage of a film company. The presented strategic orientation of the film organization consists of the existing business model of business development, mission, values of each film project, goals, SWOT analysis, various levels of strategies and feedback present at all stages of strategy development and implementation.