Cultural and entertainment activities of cultural institutions is one of the main directions. However, in practice, this area of activity of cultural institutions is controversial. On the one hand, the organization of recreation and entertainment in cultural institutions is a popular business, and on the other hand, the level of this activity is extremely low.
The organization of recreation and entertainment in a cultural institution is a type of activity of specialists who require a high level of professional excellence and cultural level of the audience. By organizing recreation and entertainment, specialists will be able to involve people in
the action of life itself on the basis of their initiative, activity, evoke strong, diverse emotions.
IN modern conditions the organization of recreation and entertainment requires a special scope for fantasy and fiction, a broad everyday search for original solutions.
In the process of reforming our society, people began to free themselves from false pathos and pseudo-culture, a certain emancipation appeared, which, from a lack of culture among a significant part of the youth, turns into a violation of public order.
The real attitude of people to the problems of organizing recreation and entertainment is influenced by the intensification and complication of a person's mental activity; deployment of his spiritual, personal potential and the corresponding increase in the need for recognition, respect and personal self-expression.
One of the reasons for the low level of this area of activity in cultural institutions is that specialists have not yet mastered the difference in the concepts of "recreation" and "entertainment". In the process of rest, a person restores his physical state, and entertainment is necessary to remove psychological stress, overload, overwork. Hence, entertainment requires special physical and emotional stress. The nature of recreation and entertainment determines its audience. Entertainment is typical for young people, and older people need rest. Good rest involves cognitive activity, gaining knowledge, developing intelligence, changing activities. Entertainment develops a person's dexterity, resourcefulness, quickness of orientation, they are fun, temperamental, with creative imagination.
The ability to have a reasonable rest, make your leisure time meaningful, spend it in such a way as to give a psychological relaxation to the body, get a charge of vivacity and good
mood for the working week, significantly prolongs working capacity and life.
Recreation in cultural institutions is of mass, group and individual character. To organize collective recreation means to include each person in a common activity, to combine his individual interests with public ones, to achieve conformity of his individual actions with the nature of the objective laws of social development. Therefore, the organization of recreation, in its essence, acts as a creative process, the effectiveness of which largely depends on the participation of the population itself in it, its ability to relax.
In cultural and entertainment activities, it is especially important that each person does his favorite thing, performs those actions that best suit his own interests and capabilities.
Recently, in cultural institutions, preference has been given to family-wide leisure activities (74% of respondents), i.e. such passive forms of recreation as watching videotapes, listening to music, etc.
Observations show that the role of books, newspapers, and lectures has been significantly reduced, which can be explained both by the great preoccupation with household chores and the increasing importance of family-wide forms of leisure.
There are about 68% of people who do not find useful leisure activities and are looking for any company to waste their leisure time, sometimes to the detriment of their health and intellect.
Considering the organization of recreation and entertainment as a special activity, one should note the concentration in it of the intellectual, emotional and volitional spheres of a person. It is also necessary to take into account the special importance of emotional richness in active recreation, and not only in entertainment programs.
Active rest allows you to switch from compulsory to optional, from serious to fun, from mental to physical, from personal affairs and interests to public ones, and vice versa.
It is necessary to rely on “switching schemes” typical for cultural institutions and methods of emotional and other discharge, characterizing the dynamics of classes in the structure of available time, their energy, time and other limits, their psychophysiological value for different people.
At the same time, it is necessary to distinguish between emotional discharge and the emotional burden of the impact on a person in the process of recreation and entertainment, between which there is a certain interdependence.
The main method in cultural and entertainment activities is the game. Here the game appears in two guises: as a method of preparing a program and as a form. As a form, the game has the following distinctive features: the presence of a certain playing space; game rules; gaming needs.
As a method, the game is a conscious initiative activity aimed at achieving a conditional goal voluntarily set by the players themselves. Achieving the goal requires active actions from the players, the implementation of which depends on the creative initiative of the players.
The rules of the game determine the nature of the obstacles and difficulties in the game on the way to achieving the goal. The complexity of the games depends on the complexity and number of rules.
The main structure of the game: exposition - a program for organizing participants, forming teams; plot ~ statement of the rules of the game; main action: motivation, incentive to play; game Action control; involvement of playing participants in the game; organization of the game final.
The climax is the achievement of the game goal. Final - honoring the winners of the game.
The choice of a game for a specific form of cultural and entertainment activity depends on: purpose; age characteristics of the participants in the game; the number of participants; conditions for the game; venues for the game; availability of game equipment.
The text of the explanation of the rules should be concise and logical and include: the name of the game, the purpose of the game, the roles and locations of the players, the course of the game, the rules of the game.
You can use the technique of showing individual moments of the game. Game characters, for example, buffoons, clowns, etc., can act as game demonstrators.
Some games require the selection of a driver from the playing environment. To do this, you can use the method of invitation or lot, but the most interesting method, from a pedagogical point of view, is the nomination of a leader by a team of players.
Determining the results of the game is of great educational importance, so the organizers need to consider the nature of the announcement of the results of the game. In the Russian Federation, those forms of cultural and entertainment activities that are carried out on the basis of folklore and gaming traditions are becoming increasingly popular. This:
Sports and artistic festival "Very well done games", containing a synthesis of fun, games, rituals and ceremonies with modern sports and technical sports;
Art and game evenings "Gatherings";
Family-domestic forms of leisure such as "Evening", the basis of the structural construction of which is the form of a meeting of 2-3 families in a cultural institution;
Dance and game evenings "Russian Tea", "At the Siberian Samovar", etc.
Thus, the sports and art competition "Very well done games" is held in order to intensify the sports and art activities of leisure organizations based on folklore and gaming traditions.
The main stages of the organization of the art and sports competition "Very well done games".
1. Creation of the organizing committee of the competition: the organizing committee may include representatives of state, public organizations and informal associations; the organizing committee develops the main provisions of the art and sports competition "Very well done games", which include: the goals and objectives of the competition; list of participants; time and place of the event; responsible for financing and solving organizational issues; the main stages of the competition; competition program; requirements for participating teams; composition of the jury; system for evaluating the stages of the competition; order of awarding the winners.
2. Distribution of the regulation on holding the "Young Games".
3. Preliminary stage of the "Young Games": draw of teams participating in the competition; scheduling preliminary competitions and competitions.
4. Preparation of the art and sports competition "Very well done games": venue of the competition; trade fairs; game attractions; medical service; a detachment for the protection of public order; formation of a director and production team; drawing up a plan for conducting rehearsals of amateur art groups.
5. Conducting "Very well done games": meeting of the participating teams; solemn opening of the "Young Games"; building teams-participants; removal and hoisting of the flag; greeting members of the organizing committee, guests, participants of the competition; artistic representation of teams; opening of the fair; sports competitions; folk festivals.
6. Summing up the results of the competition and awarding the winners.
7. Solemn closing of the art and sports competition "Very well done games".
The specifics of various types of recreation should also be taken into account: festive and everyday, weekends and family vacations. And each of these types of recreation has its own psychological basis.
The festive situation maximally activates the emotional sphere of a person. The nature of the rest depends on the characteristics of the pre-holiday period. At the same time, the activities of the organizers have the task of affirming socially significant values and creation, involving the maximum majority in a single festive action. A high emotional mood makes it possible to increase the effectiveness of the festive action. This feature must be taken into account when organizing a festive action, regardless of what methods will be used in its preparation.
For everyday unorganized recreation in cultural institutions there are youth living rooms with a cozy cafe, a reading room, a film lecture hall, a green living room with aquariums and film demonstration and exhibition halls.
A new style of entertainment is being formed. The process of appearance in cultural institutions of new technically equipped forms of service, such as audiovisual, video technical means, computerization, etc.
The rapid development of audiovisual and technical means now largely determines not only the forms of recreation and entertainment, but also the activities of existing cultural institutions and the creation of new ones.
To the greatest extent, the cognitive capabilities of a person are mobilized when the decisive factor is
the argument "necessary" is thrown. And it arises only when a person has the opportunity to combine curiosity and the need for cognitive activity.
Under the influence of new forms of recreation, other qualities of a person develop and become fixed. And on how deep their content is, how active they are, ultimately depends on the result of the activities of cultural institutions.
Introduction
Relevance of the research topic. In the modern economy of Russia, the existence and development of the entertainment industry has always been given insufficient attention, while in other countries this issue has been given a lot of attention. Therefore, against the backdrop of increasing competition, falling effective demand of the population, instability of the external environment, typical for modern Russia, the conditions for the existence and development of cultural and entertainment complexes, like many other enterprises, are unstable, the frequency of sudden changes increases, and the general unpredictability of the market development of the complex increases.
In this situation, it is necessary to develop new forms and ways of stimulating innovation activities that contribute to the formation of the development of cultural and entertainment services.
Modern science offers a narrow set of methods that allow assessing the strategic capabilities of a Russian enterprise in the entertainment industry, as well as predicting the impact of possible upcoming events on its activities.
Majority scientific works in this area is based on technologies developed for large foreign entertainment enterprises, where all information for decision-making is clearly structured, there is enough data for making strategic decisions. The leaders of the majority of Russian cultural and entertainment enterprises are forced to work with unstructured arrays of data on the state of the market, strategic decisions are made in the absence of reliable information about the state of the external environment, the capabilities of their own enterprise are sometimes overestimated, which often leads to sad consequences.
In the context of a growing competitive environment, Russian managers more than ever feel the need for innovative technologies management. The leaders of most cultural and entertainment complexes today make strategic decisions based only on their own experience and common sense.
It is becoming more and more difficult to make decisions that are adequate to the changing conditions of functioning due to growing competition, the emergence of new technologies in the entertainment industry, constantly increasing requirements from regulatory and regulatory authorities, etc. The subject of the study is the totality of the entertainment and recreation industry, based on the formation of effective mechanisms for the development of cultural and entertainment services.
The object of the study is modern types and forms of cultural and entertainment activities.
The purpose of this work is to consider cultural and entertainment complexes in the modern economy, as well as to determine ways to implement innovative projects of cultural and entertainment activities.
Achievement of the set goal was carried out by considering interrelated tasks:
consideration of the main types and forms of cultural and entertainment activities;
study theoretical foundations organization of cultural and entertainment complexes;
studying current trends and features of cultural and entertainment activities.
The practical significance of the work lies in the expediency of applying its provisions and conclusions in the management of modern enterprises of cultural and entertainment activities.
Chapter 1. Main types and forms of cultural and entertainment activities
.1 Club establishments
The club remains the most common type of cultural institutions, which is a multifunctional combine capable of creating a variety of conditions for development and recreation for a person, having a complex intellectual and emotional impact on him.
Clubs have firmly entered the life of people, especially in the countryside, and have become a necessary part of public life. They act as the most important centers of human communication.
Club institutions - a generalized concept. These include small clubs, and large houses and palaces of culture. There is no fundamental difference between the club, the House and the Palace of Culture. Their difference is in the opportunities they have, in the volume and scale of work.
Despite the fact that the process of decollectivization, privatization, denationalization is underway in the countryside, mainly club institutions have been preserved here. These are the regional House of Culture, the rural House of Culture, the village club.
The District House of Culture, located in the district administrative center, along with conducting extensive cultural and leisure activities among the population, is doing a lot of work to provide methodological assistance to all cultural institutions located in the district.
The regional House of Culture has its own independent budget, current and current bank accounts. It has two sources of funding: from the local budget and from earned funds through a special account.
There are other clubs educational institutions, houses of officers, clubs of military units, houses of actors, writers, architects, teachers, medical workers, etc.
At enterprises in industry, construction, transport, state farms, institutions, educational institutions, trade union clubs, houses and palaces of culture are still predominantly operating. According to their subordination, they are divided into three groups: clubs, houses and palaces of culture, serving employees of one enterprise, institution or educational institution and directly subordinate to the FZMK.
The unity of goals and objectives facing club institutions, regardless of their affiliation, makes them universal institutions in the organization of people's leisure, significantly distinguishes them from other types of cultural institutions.
1.2 Parks of culture and recreation
Parks of culture and recreation were created and are being created for optimal use natural conditions in the interests of promoting the health, cultural development of workers and organizing their leisure time in the open air.
The first parks were conceived as universal combines of culture and recreation for workers, combining cultural and educational and sports and recreational activities.
The very name "parks of culture and recreation" reflects the main idea of this institution. Part of the name "park" means that it is primarily a natural object. The word "culture" indicates the educational, educational nature of the activities of the park, and finally, the word "recreation" indicates that the park provides opportunities for entertainment on attractions for emotional relaxation and fatigue.
Many new things have appeared in the activities of parks of culture and recreation, both in content and in form.
At the present stage in the activities of parks of culture and recreation, the importance of the ecological function, its role in the formation of the ecological consciousness of the population, especially increases. This phenomenon is associated with the already mentioned trend of the well-known separation of city dwellers from nature, the weakening of contacts between modern city dwellers and the natural world.
Another feature of the activities of modern parks of culture and recreation is that there are changes in the content of visitors' recreation, therefore, the importance of the recreational function increases. The recreational function is associated today with the inherent value of recreation in the natural environment, with the fact that in the conditions of nature it is easier for a person to change the familiar environment of the environment, the pace and rhythms of behavior, the norms of his activity in the sphere of production, life, education.
Their activities are based on a paid basis, which makes it possible for independent economic development.
1.3 Libraries
This is a widespread type of cultural institutions that collect books and other printed publications, their special processing, propaganda and organize mass work with readers.
According to the composition of book funds, methods of their processing, storage and use, libraries are divided into two main groups: mass libraries with universal book funds and special libraries with books on certain types of scientific, educational, and industrial activities.
The most common types of state mass libraries are rural, district, city, regional, regional, republican.
Rural libraries, in addition to lending books, organize mobile libraries, lending points for books at production facilities, and home-to-door book shopping.
The regional library is under the jurisdiction of the department of culture. It has a department for issuing books at home (subscription), a reading room with an auxiliary book fund, a mobile fund and a children's department (in the absence of an independent children's library). Along with serving literature to the population, local institutions and organizations, carrying out extensive mass work, the district library helps the culture department in managing library institutions, in coordinating their activities, drawing up unified interdepartmental plans for library services for the population in order to bring books to each family. It organizes reference, bibliographic and consulting work, classes for employees and public activists of the district libraries.
The regional (territorial) library is a repository of printed works, a scientific, methodological and bibliographic center. Its typical structure is made up of departments: services (with sectors of the subscription, reading rooms, interlibrary loan), scientific-methodical and bibliographic departments, funds and catalogs (with sectors of acquisition and book storage), special storage, administrative and economic departments.
The most important task The regional (regional) library is the development of theoretical and methodological issues of library science and bibliography, the implementation of scientific and methodological management of all public libraries and control over their work.
A new type is made up of self-supporting libraries that have received last years wide development. They are created in places where there are no public libraries nearby. Such libraries are opened in the presence of a small number of books. The opening of a paid library is formalized by the relevant documents.
Special libraries include: libraries of branch academies, republican academies, libraries of scientific institutions, research institutes, theatrical, museum, musical and musical, military technical, educational institutions, scientific and technical (technical), libraries of industrial enterprises. They are completed with special literature according to the profile of the enterprise, institution.
1.4 Museums
Museums occupy an important place in the cultural life of societies. Museums are not limited to collecting and exhibiting material and spiritual values. They also do a lot of cultural and educational work. Organize lectures, tours, exhibitions, distribution special literature not only within its walls, but also at enterprises. Many museums are engaged in research work.
All museums are divided into several types depending on their profile: historical, local history, material, natural science, art history, branch and others.
Museums are the subject of national pride of our people. The exhibits collected in them are sometimes world famous.
So far, folk museums are in a difficult situation. The exhibits collected in them tell about the glorious history of enterprises, the labor and military glory of production teams, many generations of wonderful workers. Popular art galleries are also very popular.
We should also mention the existing planetariums, which are scientific and educational institutions that do a lot of work to spread the foundations of astronomy, physics, and geography.
1.5 Cinemas
The most popular type of cultural institution is the cinema. Cinema - an institution designed to show movies to the public. Cinemas are stationary and mobile. The main room - the auditorium, is equipped with film projection equipment, a reflective sound-transparent screen, a loudspeaker. The set of technical means used in the cinema distinguishes them from each other. Cinemas are distinguished by the size of the screen: widescreen and regular format.
Cinemas have a portable projection system primarily for displaying narrow-film (16 mm) films.
Cinemas carry out a wide range of cultural and leisure activities: meetings with deputies, concerts of professional and amateur groups, lectures, conversations, etc. are organized before the start of the movie.
Recently, film and video centers and cinema salons have been organized on the basis of cinemas. The ticket price at the video centers includes a set of soft drinks, ice cream and sweets.
1.6 Leisure centers
The term "leisure center" is understood ambiguously. Official documents do not give a sufficiently complete picture of the leisure center. In the order of the Ministry of Culture Russian Federation we are talking about slot machine halls and electronic-based amusement complexes, which are supposed to be placed in parks of culture and recreation, and other places of mass recreation. Such halls should become an organic element of the cultural environment serving the population, fit into its structure.
The leisure center at the present stage is presented as a qualitatively new level in the development of the socio-cultural activities of the population, remaining close to such a type of institution as a club.
The main task of leisure centers is to create optimal conditions for mass, group, family and individual development creative abilities, communication, recreation, entertainment, restoration of spiritual and physical strength based on the study of cultural needs and interests of various categories of the population.
Leisure centers are faced with the task of providing the population with paid cultural and recreational services, which are in the greatest demand, as widely as possible. It is assumed that these types of cultural institutions will be able to concentrate in one building a full range of services, including the organization of mass active recreation, entertainment, contributing to the restoration of physical and spiritual strength of a person.
Theoretical education and Practical activities on the creation of leisure centers are a reflection of the modern concept of leisure, the principles of organization of which are increasingly focused on meeting the diverse needs of various segments of the population on paid basis. Unlike other cultural institutions that perform narrower tasks of organizing leisure, the centers are intended for multidisciplinary services to the population.
Leisure organizers constantly use in their work a variety of ways to influence the content and form of entertainment by restructuring human environment environment. Psychologically, these methods are based on a simple and certainly true premise: a person's behavior at leisure is very often determined by the nature of the material objects around us.
Leisure centers began to provide the population with high-quality paid services, including those of a cultural and health-improving plan, which are in greatest demand and popular among various segments of the population.
According to the temporary regulation, leisure centers perform following features: entertainment, stimulation creative activity, leisure communication, teaching leisure skills, sports and recreation, information and methodological and others.
To perform these functions, the leisure center must be located in a building or complex of buildings and structures equipped with the necessary equipment.
The organization of leisure centers is based on three principles: collective self-government, full self-sufficiency and individual membership. The population participates in the creation of a leisure center, and then takes part in its work on the basis of broad autonomy and individual membership.
Now there is an intensive search for the creation of architectural projects for leisure centers. The leisure center operates on the basis of a charter approved by a higher authority, and management is carried out by the director on the basis of unity of command. The director is appointed and dismissed by a higher body, he organizes all the work of the center and is responsible for its activities. The duties of the artistic director, chief engineer, chief artist, chief mechanic are established by the director. The Artistic and Technical Council acts as an advisory body.
1.7 Cultural complexes
The search for improving the organization of the activities of cultural institutions led to the idea of creating cultural complexes, providing for the intensification of the activities of the system of cultural services for the population. In the countryside, this is facilitated by the consolidation of cultural institutions, bringing them together within a given region into a complex. For the countryside, this is especially important, because taken separately, in isolation from each other, the cultural institutions operating there, in terms of their capabilities, so far look very limited. But united in certain system built on the basis of constant and comprehensive interaction, they can acquire a new quality and considerable opportunities for improving their work.
Cultural complexes are created on the principles of voluntary merging of cultural institutions, regardless of their departmental affiliation, within one or more farms and pooling the material resources of local authorities, their own income and appropriations of farms from the fund for socio-cultural needs and sponsorship. With such an organization of affairs, coordination of the management of cultural institutions, a significant strengthening of the material base of cultural services for the population is achieved and the qualitative and quantitative indicators of all cultural and leisure activities are noticeably increased.
With all the variety of socio-economic conditions and the state of the network, cultural bodies invariably recorded that in all cases when peripheral cultural institutions were united, there was a significant improvement in public services both in the centers of the economy and at production sites, the quantitative and qualitative indicators of cultural and leisure activities increased. activities, strengthened material base, the prestige of cadres rose, the social asset expanded.
1.8 Cultural and sports complexes
The formation of a harmonious personality largely depends on the interaction of all social institutions involved in this process: families, schools, work collective, public organizations, mass media, institutions of culture, sports, recreation, creative unions.
Such interaction can be carried out only with the skillful integration of all state and public organizations involved in cultural and leisure activities.
Improving management in the field of leisure should go, as we see it, along the line of improving organizational structure cultural institutions, economic incentive mechanism.
The creation of cultural and sports complexes had several parallel developing and operating directions: culture, which included a network of theaters, concert halls, cinemas, parks, clubs, museums, etc.; physical culture and sports - a network of stadiums, gyms, football fields, sports grounds, swimming pools, etc.; recreation - a network of recreation and tourism institutions, playgrounds, children's clubs and circles at the place of residence, various voluntary societies such as hunters and fishermen, book lovers, etc.
Each direction is implemented according to its inherent types of cultural services for the population.
The creation of a cultural and sports complex is new approach to the cultural service of the population, which allows, on the one hand, the unity of the structures of its cultural and sports institutions, and, on the other hand, the integration of all types of management of the leisure sector.
Consumer service enterprises organize various circles on the basis of CSC: needlework, cooking, modeling and tailoring, repair of household appliances, etc., expand the forms of joint work with cultural institutions for servicing small settlements, field camps, remote areas and farms, study together with the workers of KSK the demand of the population for different kinds goods and services and have a feasible influence on the formation of reasonable needs.
Organized in this way, the purposeful activities of cultural institutions, sports and other organizations united in a cultural and sports complex make it possible to avoid one-sided enthusiasm for individual cultural and leisure programs, to ensure the interconnected development of all areas of leisure activities for the implementation of an integrated, systematic approach to the process of organizing leisure activities.
The optimal combination of sectoral and territorial principles can be achieved when the institutions that are part of the KSK report to a single director and report to their parent organizations for all substantive, financial and economic activities, when the KSK has the status of a legal entity.
1.9 Youth leisure centers and cafes
The modern organization of the rational use of leisure has led to the creation of youth leisure centers and cafes.
The emergence of new types of cultural institutions is inextricably linked with new real methods of management, new forms of labor organization, such as brigade and family contracts, individual labor and cooperative activities. This is how youth leisure centers and cafes appeared, which conduct a wide range of cultural and leisure activities in specific conditions.
Youth leisure centers operate on the principle of leisure centers.
The mechanism for the formation of funds of the youth leisure center spent on the remuneration of its employees is identical to the formation of a single wage fund for enterprises, associations and organizations transferred to full self-financing and self-financing.
The income of the youth leisure center is formed from the proceeds from the sale of products, works, services at current prices, calculated in accordance with guidelines on the calculation of prices for paid services and other relevant prices. The income of the youth leisure center is a source of production and social development, wages, it is at the disposal of the center and is used by it independently.
It should be noted that there are several options for income distribution standards that take into account almost all aspects of the financial and economic activities of youth income centers.
The lack of own working capital can be compensated by self-supporting income, and their replenishment is carried out at the expense of own resources.
Now in the Russian Federation the legal framework for the activities of enterprises and institutions is changing. The Youth Leisure Center has the right to sell, transfer, exchange technical means, equipment, various material assets, tools, write them off the balance sheet if they are obsolete, rent or use for mutually beneficial exchange, as well as transfer for free use facilities, equipment, rooms, workshops, etc.
Income from the sale of property is directed to the development fund, and losses that may occur during the transfer, sale or write-off of property are covered by appropriate deductions from the funds of the youth leisure center.
Cultural and leisure activities can be carried out in the youth cafe.
The administration of the youth cafe provides the most favorable conditions for the organization of youth recreation. First of all, we are talking about equipping cafes with comfortable furniture, necessary equipment, decorating interiors, providing cultural equipment, sound and video equipment, and other means of cultural and educational work.
All cultural and leisure activities in the youth cafe are carried out on the principle of self-sufficiency.
The cost estimate for conducting cultural and leisure programs in a youth cafe is considered and approved in accordance with the Regulations on an amateur association, an interest club.
Chapter 2 Modern direction cultural and entertainment activities
.1 Features of the formation and development problems of the entertainment industry
Entertainment is one of the most important areas Everyday life a person, which, along with education, can significantly influence the state of society. The need for entertainment appears immediately after the satisfaction of primary needs. Satisfaction with the quality and availability of entertainment is for a person an indicator of his social position, and for society - an indicator of the development of the country's economy as a whole and its social sphere. The practice of creating special conditions for organizing entertainment processes has led to the emergence of a fairly powerful industry, which in its modern form developed towards the end of the 20th century.
The beginning of the third millennium is characterized by the intensive development of the world entertainment industry market. The business based on the organization and holding of entertainment brings huge profits and accumulates billions of dollars. Income of the world entertainment industry in 2007, the experts of the analytical company PricewaterhouseCoopers (PwC) estimated at 1.3 trillion. dollars In 2010, according to their forecast, consumers will spend on entertainment for 1.8 trillion. Doll. (annual increase of 7.3%).
The tendentious nature of the development processes of the world entertainment market is also inherent in the domestic entertainment sector. However, the development of the entertainment market in Russia is associated with certain problems, both economic and social. this work is aimed at identifying the main development trends and problems of the formation of the domestic entertainment industry.
Entertainment is a relatively new area of cultural activity for Russia. In the Soviet period of history, leisure activities were a component of the cultural and educational activities. Club and park activities were the main form. The rise of the Russian economy, which began in the late 1990s, led to an increase in incomes and the emergence of free funds among the population and, as a result, to an increase in the need for a kind of entertainment. As a result, a new industry emerged and began to develop intensively - the entertainment industry.
To date, the main segments of the domestic entertainment industry have been formed and the market is gaining momentum. According to the ninth annual PricewaterhouseCoopers Global Entertainment and Media Outlook, the Russian entertainment market is considered the most dynamic among the regions of Eastern Europe, the Middle East and Africa. In 2007, the entertainment and media market, as in previous years, showed the highest growth rates in Europe - 12.2%. At the same time, the projected average annual growth rate for 2008-2012 is 11.4%.
Experts from IC FINAM estimated the Russian entertainment market in 2007 at $20 billion. In 2012, this figure could reach $45.2 billion.
According to available estimates, there are almost 37 million potential consumers of entertainment products in Russia. Although not much money is spent on leisure in Russia, the growth in spending by the population on attending entertainment events is comparable to the spending of Russians on some consumer goods.
However, the potential for consumption of entertainment services is far from exhausted. For many Russians, entertainment continues to be a "luxury". So, for example, in Western countries a visit to an entertainment complex with a standard set of services or a cinema costs from $ 100, which a representative of the middle class and above can easily afford. In Russia, where the so-called middle class- only a small upper stratum of society, concentrated in large metropolitan areas, and the subsistence minimum for the whole country in the II quarter of 2008 amounted to 4005 rubles, not everyone can afford to visit modern entertainment complexes.
The obvious imbalance in the development of the entertainment sector is also confirmed by relevant statistics. According to the Institute for Comprehensive Social Research of the Russian Academy of Sciences, only 50.9% of Russians use the services of the modern entertainment industry. Of these, 7.9% visit gambling establishments and spend 0.5% of all their expenses there; 9.7% - prefer home leisure; 39.4% devote free time various kinds of hobbies or meetings with friends. And as many as 32.3% consider their opportunities for a good rest to be insufficient.
However, the Russian entertainment market remains one of the fastest growing markets in the world. Even now, the volume of investment in the entertainment industry is progressing even more confidently than in the sphere of trade, which was the leader in terms of growth until recently. So, for example, in Moscow, the share of investments in this industry is already 7% of all investments in the city per year. For comparison: the share of investments in the banking sector is 9%, in industry - 8%.
The high dynamics of market growth is associated, on the one hand, with the rapid development of large shopping centers, and on the other hand, with the needs of the population in a civilized modern leisure. According to experts' forecasts, the entertainment market will grow most rapidly in the regions.
The entertainment industry is a multidisciplinary phenomenon and covers many areas of activity - the partial presence of the entertainment component is observed in many areas, which makes it difficult to single out the subject area of research into a clear group. Thus, when analyzing the US entertainment industry, researchers do not draw boundaries between enterprises engaged in the direct entertainment of people and the media market due to the deep integration of these areas.
Among the largest and most clearly defined segments of the domestic entertainment industry, the following can be distinguished:
Film segment. Key market players: KARO-Film, Kinomax, Formula Kino, Cinema-Park, Kronverk Cinema.
A segment of gaming entertainment based on the use of slot machines and simulators. Main enterprises: Star Galaxy, Game Zone, Crazy Park, Igromax.
Gambling business: Ritzio Entertainment Group, Jackpot, Storm International, Rio.
Bowling: "Planet Bowling", "Cosmic", "Bowling City".
Theme parks: Divo-Ostrov, Atriland, Admiral Vrungel park.
Entertainment on the Internet.
Video games. Almost half of the market is occupied by four Russian manufacturers - Nival Online, IT Territory, TimeZero and Nikita Online, which in 2007 announced their merger into the Astrum Online Entertainment holding.
According to PricewaterhouseCoopers (PwC), the Internet will remain the fastest growing segment of the Russian entertainment industry over the next 5 years (until 2011), adding an average of 20% annually. The gambling and sound recording segments will fall by an average of 22.2% and 7.7% per year, respectively. However, in general, there are positive trends in the entertainment market.
2.2 New forms of entertainment
cafe library entertainment industry
On the market of Russian enterprises engaged in the direct entertainment of people, there are both establishments with a very wide range of services for different groups of visitors, as well as highly specialized centers offering a single service or a small number of services aimed at a specific audience, these are specialized entertainment centers, multifunctional entertainment complexes, as well as entertainment venues in shopping centers. The market for entertainment industry participants is clearly segmented: there are companies that occupy significant shares in their segments, but there is no player who would occupy more than 1% of the market as a whole.
There are practically no network operators in the entertainment market, including foreign ones, except, perhaps, the gambling business and the Star Galaxy entertainment complex network as part of shopping and entertainment centers (for example, Crocus City, Tvoi Dom, XL).
Among the significant global trends that have transformed the domestic entertainment industry, the following can be distinguished: Globalization and consolidation of objects of the entertainment industry. Globalization trends have led to the fact that at present the entertainment industry is represented not just by individual establishments for several types of entertainment, but by entire mega-complexes providing a wide range of various recreation and entertainment services - from all kinds of shows, fashion shows, exhibitions, movies, sports to a variety of sports and recreational activities. Integration of entertainment and other activities. The domestic entertainment market continues to grow not only through the development of new purely entertainment forms, but also through the penetration of the entertainment component into other areas of activity that were not previously related to entertainment. Among these "symbiotic" areas, the following can be distinguished:
Integration of entertainment and trade, characterized by the widespread opening of shopping and entertainment centers and malls. Entertainment here plays an auxiliary function and aims to make shopping as pleasant and impressive as possible. According to experts, with the opening of the entertainment zone, the attendance of the entire shopping center increases by at least 20%. Therefore, the profitability of a professionally planned shopping and entertainment center is 30-35% higher than that of a conventional one. 2. Combining entertainment and learning, or rather, learning through entertainment. This direction is considered one of the most profitable. Such a union indicates that people prefer not only to have fun, but also to receive new cognitive information.
Combination of sports and entertainment. In the past few years, a wide variety of sports have been used as entertainment. This trend is especially evident in shopping and entertainment centers.
Combining the health and beauty industry with entertainment. In recent years, some destinations that were previously used exclusively for recreational purposes began to position themselves as entertainment.
This “repositioning” was experienced by massage services, saunas and baths. In addition, if we consider some areas of the modern health and beauty industry (spas, beauty parlors, solariums), then their perception, especially among the high-income segment, is more of an entertainment nature. Virtualization of the entertainment industry. The advent of digital media marks a new era in the entertainment industry. Fast development high-speed connectivity technologies and increased PC performance have acted as a signal for service providers to create new entertainment options. This includes a new generation of entertainment desktop and mobile computers with built-in high-quality audio and video capabilities that provide users with a new entertainment experience that has never been possible before.
It can be argued that the domestic entertainment market is practically formed. However, almost all segments have not yet reached the peak of their development, or are mastering niches that have not yet been occupied. Approximate comparisons of the network of entertainment enterprises in Russia, European countries and the United States show that even in terms of quantitative indicators, Russia lags behind quite significantly - entertainment centers, motels, campsites, hotels, rental offices of museums, parks, etc. in Russia ten times less. At the initial stage, there are such recreational and entertainment facilities as health clubs, golf clubs, theme parks, automatic cinemas and cinemas for motorists, club-type cafes, trailer parks. In many times less number water parks, swimming pools, courts and ski centers. The market of services for high-grade family leisure is poorly developed. Today, other, simplified forms of entertainment centers are offered for family holidays. In addition, in terms of turnover, the Russian entertainment market corresponds to the level of a small European country. However, the entertainment industry is beginning to gain momentum due to the growth in the purchasing power of the population and the experience gained by managers in managing entertainment infrastructure facilities.
Conclusion
Satisfaction with the quality and availability of entertainment is for a person an indicator of his social position, and for society - an indicator of the development of the country's economy as a whole and its social sphere. The tendentious nature of the development processes of the world entertainment market is also inherent in the domestic entertainment sector. However, the development of the entertainment market in Russia is associated with certain problems, both economic and social.
The entertainment industry is a multidisciplinary phenomenon and covers many areas of activity - the partial presence of the entertainment component is observed in many areas, which makes it difficult to single out the subject area of research into a clear group.
Globalization trends have led to the fact that at present cultural and entertainment activities are represented not just by individual establishments for several types of entertainment, but by entire mega-complexes providing a wide range of various recreation and entertainment services - from all kinds of shows, fashion shows, exhibitions, watching movies, sports competitions to a variety of sports and recreational activities.
In general, it can be argued that the domestic entertainment market is practically formed. However, almost all segments have not yet reached the peak of their development, or are mastering niches that have not yet been occupied. Approximate comparisons of the network of cultural and entertainment complexes in Russia, European countries and the United States show that even in terms of quantitative indicators, the backlog of Russia is very significant.
Bibliography
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The definition of the concept of "leisure" is the time in between classes of useful work. Its functions can be identified by arranging cultural and leisure programs that will characterize the forms of holding events in recreational and developmental activities, which include a whole complex of carefully selected culturally synthesized active energy that fills the entire leisure space.
Cultural and leisure programs and their features
Features of cultural leisure and its programs determine the differences between cultural leisure itself and programs additional education. The differences are that the cultural and leisure program is not specially organized and is not studied - its implementation takes place spontaneously, like the preparation and holding of mass leisure events. Knowledge and skills emerge as a result of the process independent work outside of work. Events can take a variety of forms.
The subjects of leisure activities can be people of all, both organizers of a mass event, and children together with teachers and / or parents. In the course of the implementation of the cultural program of leisure, a large number of all kinds of new roles (or positions) are provided - teaching or improvising. There are organizers, performers, authors, spectators, artists, costume designers, even designers, music designers, lighting and other stage workers, presenters, jury members and so on. The quantitative and qualitative content of the roles will depend on the form of the events.
Types of cultural programs
The basis of the proposed classification is the degree of mass character of the event and its length in time.
1. One-time program in the form of a game. The forms of holding events do not depend on the preparation of the participants, who are included in the game in the course of the action. Games can be both intellectual and mobile; both at the table and in the game library, in the hall or in the fresh air. The duration of this lesson is adjusted according to the age of the participants. The description of the game is most often the scenario plan. Literary script confirms the qualification, pedagogical culture, the skill of the organizers.
2. Competitive game program (specified topic) requires preliminary preparation of participants. The forms of holding events can be KVN, a tournament, all kinds of such programs have educational and educational goals and consist of training, which implies joint creativity. For adults, the meaning of this form of holding is to acquire the skills of a team game.
KVN form
A competitive game program of this form is not carried out without a complete scenario, where tasks are formulated, preparation is described, and a list of recommended literature is given. New forms of holding events make it possible to organize a holiday thought out and expected by the public.
Among the features of the preparation of such a plan for competitive gaming programs and their implementation, the main aspects are as follows:
- It is very important not to turn this fun game into a boring exam when there is no place for fiction, fantasy and improvisation.
- On the other hand, independence must be subtly but steadily accompanied by the leadership of the presenters in order to avoid bad taste and all sorts of vulgarity.
- If KVN is held among schoolchildren, it is important to instill a taste for subtle humor, an intelligent joke, to teach them to find funny things both in themselves and in the life around them.
Intelligence Games
The forms and methods of holding the event allow the organization of mass intellectual games as a type of competitive game program. Here, success comes at the expense of erudition, intellect, the mental abilities of a person - ingenuity, ingenuity, the ability to predict the situation.
Real practice prefers intellectual games of combined forms. Good, for example, plot quizzes in which there is an economic strategy. The forms of leisure activities here are not very diverse: most often these are questions offered to participants. Therefore, it is the selection of topics and the formulation of questions that are most important for the organizers.
Playing theater
The game-performance assumes the presence of the presenters of this game program. They are most often the organizers of the holiday, if it is for adults, and teachers, if the holiday is for children. The forms of holding cultural and leisure events provide for the mandatory plot in this type of game, built in such a way that completely outsiders can perform tasks or play small roles without preparation. The fate of the heroes of this semi-improvisational performance will depend entirely on the direct participants in the theatrical action.
Story game
This is also a theatrical event. What are the forms of carrying out such events? Very varied. The main thing here is the creation of a certain atmosphere and the development of a clear design of the game situation. The preparation period can be long. A very interesting move is the preparation of an initiative group, which, in the process of a theatrical story game will gradually involve outsiders in action.
Advance information on the topic is very important. For example, a costume ball called "The Nineteenth Century. Pushkin and His Muses" is announced a few weeks in advance. Participants who wish will try to get or build costumes and feel the atmosphere of the social event. Further, all the trump cards will be in the hands of the organizers. To hold such a holiday, you will need a detailed plan with clearly stated tasks, preparation of the exposition (decoration, and so on).
Spectacle and celebration
The main forms of events are just spectacular. It can be concerts, sports competitions and much more. There are usually performers and spectators present. Often such forms are used as fragments of folk festivals and other mass events.
Steel Vitalina Alekseevna Researcher at the Kama State Academy of Engineering and Economics
Spectrum of entertainment modern man wide and varied and is a kind of "mirror" modern culture, fashion and technical progress. With the development of the need for entertainment, a significant sector of the economy was formed, including entertainment-oriented enterprises and generating billions of dollars of turnover. However, despite the significance and scale of the modern entertainment industry, neither in modern statistical practice, nor in scientific research Russian specialists Until now, there are no criteria for distinguishing the sphere of activity engaged in the entertainment of people, and there is no serious classification of its main types and forms. The purpose of this article is to determine possible ways of classifying entertainment methods and typology of entertainment infrastructure objects.
In a broad sense, entertainment is the pleasure caused by the complex positive emotions, impressions that accompany the process of entertainment or are its result. Sources of entertainment can be various activities of the subject that bring pleasure and form a positive emotional background. To date, many of these areas have become objects of commercialization and have formed the modern entertainment industry. Table 1 presents a classification series of the main types of entertainment, which, with a certain degree of conventionality, can be attributed to one or another group, in accordance with the selected classification criterion.
Table 1. Classification of the main types of entertainment
- The first group of entertainment is formed on the basis of the type of source of positive emotions and impressions, which can be various types of vigorous activity (including non-professional sports), informal communication, contemplation of public entertainment events. A source of pleasure is physical impact on the body, as well as a chemical effect on the pleasure centers of the brain.
- In accordance with the method of organization, it is possible to single out entertainment that is provided by service enterprises, as well as those that do not require the participation of anyone in the role of organizer - that is, amateur entertainment.
- With development information technologies, a significant part of entertainment has moved from the real sector to the virtual one, forming a group of virtual entertainment methods.
- Depending on the number of entertainers, one can single out individual entertainment, group entertainment and mass entertainment, which, as a rule, involve the creation of specialized entertainment infrastructure facilities.
- The classifier singles out a special group of entertainment - "legal and prohibited". Today, the social orientation of the entertainment industry is becoming essential. It is well known, for example, that entertainment aimed at satisfying human vices ultimately leads to the degradation of society. Thus, the rejection of punishment for drug use and the transition to the legal sale of drugs turned the Netherlands into a kind of Mecca for drug addicts, into a specific “Dreamland”, with a special “entertainment industry”. In some countries, the category of prohibited entertainment includes the "sex industry", and the corresponding "sex tours".
- According to the intensity of activity in the process of entertainment, one can distinguish between active types of entertainment that involve the physical activity of the subject, and passive ones that do not involve it.
- Depending on age, there is a group of entertainment for children, for people of middle and older age.
Currently, there are many enterprises engaged in organizing and conducting entertainment events.
The totality of enterprises engaged in entertaining people is classified as a socio-cultural service, along with education, health care, physical education, sports, regardless of the form of ownership, and forms a modern entertainment infrastructure.
Creating systems for classifying entertainment infrastructure objects for different market segments has recently become a popular pastime. But many experts believe that it is somewhat premature to talk about the classification of entertainment infrastructure facilities. “This market is developing recently (since the early 1990s) and is largely chaotic. Existing objects are few and scattered.
Attempts to classify entertainment infrastructure objects can be found in various research work. Thus, the paper presents a classification of entertainment centers according to the type of recreation they are focused on: passive recreation (cinemas, gambling); active recreation (billiards, bowling); sports recreation areas (karting, ice rinks); sports and recreation areas (fitness, swimming pool, tennis, golf). However, such a division is rather arbitrary, since the boundaries between the last three groups are not clear: all sports entertainment can be included in the types of active recreation, and billiards and bowling in some cases can be attributed to sports.
In general, the specifics of the activity of entertainment facilities is determined by their specialization, profile and accessibility for visiting (Table 2). The selected criteria are decisive in matters of management and marketing of these objects.
Table 2. Types of entertainment infrastructure facilities
- If we approach the issue of classifying entertainment infrastructure objects from the standpoint of the main specialization, then five relatively stable groups can be distinguished. The first group, in accordance with the presented classification, included facilities that organize film screenings, live performances by pop artists, various shows, sports and other entertainment events. The activity of such objects is focused on aesthetic perception, and mostly not connected with the amateur performance of people who are content with their position as spectators. These can be all kinds of concert halls and venues, cinemas, stadiums, arenas, etc. The second group includes institutions for active non-professional sports and fitness: swimming pools, ice rinks, gyms, sports clubs, etc. The third group is represented by institutions culture: museums, libraries, theaters, exhibition galleries. The fourth group includes enterprises that organize recreation and leisure: cinemas, water parks, clubs, discos, disco bars. The last group is represented by gambling establishments: casinos, slot machine halls, bookmakers.
- In accordance with the profile, entertainment centers of the format “family”, “Children's” and “Adults” can be distinguished. The first type of entertainment center is aimed at families who come here to spend their leisure time. Typically these centers great attention is given to cafes and restaurants, gaming attractions and arcades. Almost any type of theme parks, indoor family recreation and leisure centers are suitable for family recreation centers. For the construction of such facilities, rather large areas are selected in places where there is no dense development, and the cost of land is rather low. Of course, the family center must fully justify and fulfill its name. Therefore, operators make sure that all family members can have fun there. In particular, bars are usually arranged for parents and "adult" games are organized - bowling, billiards and so on. The occupancy of such centers is usually subject to significant seasonal fluctuations, which is not the best way affects their profitability. Among the first family centers that appeared in Russia, one can note Fantasy Park, Entertainment Planet, Cinema and Domino, Ogo-Gorod (Moscow), Igromax (Kazan), Salen (Anapa).
- Concept " Child Center” involves an entertainment complex exclusively for children. Typically, these objects are located in shopping centers and malls. Even when designing, special areas are allocated there, thus trying to accustom children to spend their free time in shopping centers. Children's centers occupy a smaller area, since there is no need to arrange bars, restaurants, bowling alleys, billiards. As a result, renting premises for children's entertainment is much cheaper than for family recreation centers in the same mall. The first children's play centers (game libraries) "Kosmik" appeared in Moscow, St. Petersburg, Ufa and Kostroma. In Russia, this concept is being actively developed and implemented by Game Zona, Crazy Park, Star Galaxy, Igromax, Dinoplanet, Play Day trademarks.
- Entertainment centers of an adult format are built taking into account the peculiarities of the psychology of mature people. The essential difference between this concept and those described above is that the arrangement of entertainment centers of this format is more profitable and does not involve serious restrictions. Family centers require land that satisfies a range of requirements and large investments to build a large scale building outside the city. To create children's centers, a shopping complex or a separate room near residential areas is needed. At the same time, none of the first three formats of entertainment centers satisfies the leisure needs of a large category of citizens who spend most of their time in the epicenter of the metropolis. In order to create conditions for communication and recreation for serious and successful citizens, a fundamentally new structure of entertainment centers was needed. This niche was occupied by the concept of entertainment centers for adults, focused on the atmosphere of the city center, offices, corporate parties, business lunches, etc.
- Last few years goes by an active process of formation of new forms of realization of free time, the essence of which is in the transition from mass to chamber forms. And this is primarily manifested in a certain elitism of a number of entertainment institutions, their inaccessibility to the general population. It is this factor that mainly determines the growth in the volume of sales of entertainment services for the high-income part of the population, which are closed to the mass public. The so-called chamber exclusive needs of the closed club elite are served by vip-halls in casinos, elite clubs and restaurants, specialized closed vip-zones of entertainment centers.
- Another distinguishing feature of entertainment facilities is the way they are located. The difference is in functionality. Outdoor entertainment represents the outdoor class. These are all kinds of amusement parks, culture and recreation parks, zoos, playgrounds, dance and stage venues. Outdoor is a seasonal and mostly dependent form of indoor entertainment. These are all kinds of entertainment centers: cinemas, water parks, shopping and entertainment centers.
Another important aspect in describing the objects of the entertainment industry is the size and scope of their operation. The global processes of globalization and consolidation of business have also affected the entertainment industry. The last time has been marked by the emergence of large-scale entertainment projects that combine several areas of entertainment.
The classification of entertainment industry facilities by the range of services offered is presented in Table 3.
Table 3 Classification of objects of the entertainment industry according to the range of services offered
- Specialized entertainment infrastructure enterprises are entertainment centers with a pronounced target orientation with little participation of related services. As additional services, there are usually food courts, retailers of goods related to the specialization of the center. It can be stand-alone cinemas, bowling centers, casinos, water parks.
- In terms of payback, the most profitable are mixed forms of entertainment facilities. There are two principles of formation of mixed objects of entertainment infrastructure. Firstly, this is a combination of 2-3 areas of entertainment. According to this principle, objects with related areas of entertainment were built - billiards and bowling, cinemas and arcades, rollerdromes and skating rinks. Secondly, this is the use of the entertainment component as an addition to the main specialization of the object. The most typical case is the location of entertainment zones within shopping centers (shopping and entertainment centers). IKEA and McDonald's can be called successful pioneers in the field of "retail + entertainment". The range of entertainment services that can be provided in such a center is quite wide. Among the popular entertainments are billiards, bowling, vending machines with video games and sports simulators, go-karts, a rollerdrome, a shooting range, and children's attractions.
The main difference between a shopping and entertainment center and a specialized one is that a stand-alone entertainment center is an enterprise of a narrow focus. Such entertainment centers can provide services for a very high level through their specialization. The task of entertainment in a shopping center is to make the visitor spend the maximum time in it. Developers view entertainment as a "bait", thereby seeking to increase profitability and reduce the payback period of the entire facility. Often, an entertainment zone in a shopping center is used as an anti-crisis tool. In addition, some entertainment in shopping centers is provided free of charge. Examples of shopping and entertainment centers are festival centers (Festival Center), cultural and entertainment complexes, shopping and public centers. - Diversified entertainment centers, geographic entertainment zones are represented by large-scale entertainment projects, including objects of various entertainment specializations and a full range of related and support services. As a rule, such centers are objects of tourist interest and have the appropriate infrastructure. For example, the entertainment city of Las Vegas, famous for the world's largest casinos and the most luxurious hotels, unique shows, a variety of restaurants and nightlife, attracts 25 million tourists annually. Theme parks are also independent entertainment facilities with a complex entertainment infrastructure - these are huge complexes that combine the most incredible attractions, hotels, restaurants and shops in one area. Another example of a large-scale entertainment area is Sentosa Island (Singapore). Its entire territory is reserved for an entertainment center, including museums, an aqua park, a fashionable amusement park and attractions for all ages. Creation of diversified entertainment centers is also planned on the territory of Russia within the framework of the project of construction of four gambling and entertainment zones.
In addition to those presented above, there are several other stable parameters for classifying entertainment infrastructure objects. These are parameters such as: type of entertainment services (targeting a specific group of consumers: youth, children, families, etc.); the size of the entertainment center (the number of visitors for which it is designed); pricing policy (for which segment of consumers, depending on the level of income, it is designed), etc.
The completeness of understanding the main types and forms of modern entertainment allows us to talk about instrumental approaches to managing these enterprises.
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Entertainment services market and investment attractiveness of opening an entertainment facility in Moscow. June, 2006.
