摘要：The aim of this paper is to analyse the impact factors influencing the cinema and professional theatre attendance. The paper gives the analysis of the Croatian cinema and professional theatre industry, financial performance of the cinemas and national theatres operating in Osijek and Zadar and presents the relevance of the industry customized marketing methods. For the reason of determining the factors that influence the attendance and accordingly financial result, the primary research on student's consumption of analysed creative industries subsectors - cinema and theatre was conducted in Zadar and Osijek. The results of the primary research showed several factors relevant for the younger population attendance, which can accordingly influence the business performance and financial result. Here, the industries with different specifics were observed, the mainly private-owned and financed cinema industry and the mainly state-owned and financed theatre industry, which as well, significantly defines the business priorities, behaviour and performance.
关键词：cinema and theatre attendance impact factors; industry customizedmarketing methods; business performance; financial results
