Cinema policy: Marketing, production menagement

Film Production Menagement Study at the Zagreb Academy of Drama Arts (Concept and Curriculum)

The seventh undergraduate study — the study of production was established at the Academy of Dramatic Arts at the beginning of the academic year 2001/2002.

For a number of years now, in the cinema, theatrical and media life, as well as at the Academy itself, there has been present a need for expert education of film, television and theatrical professionals dealing with production.

The role of producer has not been appropriately defined and acknowledged in the domestic cultural practice thus disabling the expression of creative components of producing. This profession is preconditioned by the ability to make well-founded and independent analysis of the problems that arise in the chain of production of a film, television or a theatrical project, and this ability cannot be developed without consistent education.

The educational chains for the domains of film, television and theatre lack precisely the figure that would unite and link all their elements: writer, dramaturge, actor, director, cameraman, and editor lack the support and cooperation of their colleague the producer when preparing and realizing their college projects. The Academy too encounters numerous organisational difficulties in its home production.

Positive effects of the education of producers will primarily be felt in the professional practice when the graduates of others studies will cooperate with their colleagues producers in the realization of various artistic and media projects, enriching Croatian culture and media.

Taking into account two relevant issues: limited area of Croatian cultural and media market and the fact that the Academy of Dramatic Arts encompasses the education of film, television and theatrical professions, it would be most convenient to direct the emphasis of the education of producers on the above mention fields, however, the choice of subjects and the curriculum should also allow the student to acquire knowledge needed for professional practice in all relevant media.

In short, the definition of the study is: the Study of Production with basic emphasis on film, television, theatre, and secondary emphasis on other media.

The starting point of the program is based on the functional unison of creative and commercial-market aspects of the artistic and media product, along with the need to comprehend the idea of the project as well as various layers of its realisation and marketing.

According to the conclusions of the Zagreb University regarding the establishment of the European Credit Transfer System, the curriculum of the Study of Production was set and scored according to this system.

Apart from basic technical and theoretical subjects, some of the courses of the study of Production are held in cooperation with other faculties of the Zagreb University:
1. Faculty of Law
2. Faculty of Economics
3. Faculty of Electrical Engineering and Computing

Vedran Mihletić