CLIENT EXPERIENCE IN FEATURE FILM PRODUCTION IN UKRAINE

Abstract

The article explores the role of Customer Experience (CX) in modern feature film production in Ukraine amid ongoing digital transformation and the increasing influence of online media on content consumption. The study focuses on identifying the key factors that determine the quality of audience interaction with a film across all stages of its lifecycle — from the initial concept and promotional activities to distribution, viewing, and post-communication. It highlights the limitations of the traditional model, which relied mainly on box office revenues, one-way communication, and the absence of personalized audience engagement mechanisms. The article examines international best practices adopted by major film studios and streaming platforms, which actively use big data analytics, algorithmic recommendation systems, crowdfunding, gamification, AR/VR tools, and integrated digital ecosystems to build sustained viewer engagement. Special attention is paid to the Ukrainian context, where the full-scale war has reshaped production and distribution models, accelerated the shift of audiences to digital platforms, and intensified the need for flexible, digitally oriented approaches to user interaction. Based on analyses of industry reports, data from the Ukrainian State Film Agency, international organizations, and the practices of Ukrainian film studios, the article proposes a structured model of contemporary customer experience in feature filmmaking. The findings demonstrate that systematic CX management can serve as a strategic competitive advantage for Ukrainian film producers, enabling them to strengthen long-term relationships with audiences, increase loyalty, and expand monetization opportunities. The results emphasize the importance of integrating digital tools, behavioral data analytics, and multichannel communication as key components for advancing the national film industry in the context of wartime challenges and post-war recovery.