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Culture of hits vs. culture of niches - cultural industries and processes of cultural identifi cation in Croatia
cultural products from Croatia has also increased, that is, from 118 to 397 million USD.
Th e trade balance for all reviewed years was negative (from a negative balance of -163
million USD in 2000 to a negative trade balance of -480 million USD in 2005). Th is
data illustrates that Croatian culture is under the growing infl uence of foreign cultural
content. It can be presupposed that in most of cases these are cultural products and
services from global companies, which shall be further researched through an analysis
of selected fi elds in cultural industries in Croatia, using available data on cultural
consumption as well as cultural production and distribution.
In order to further illustrate the data presented above on the infl uence of global trends
on cultural industries, here we shall outline selected data on the fi lm industry in Croatia.
Let us take a look at the fi gures regarding fi lms and video fi lms according to the country
of origin in 2009. 10 When analysing foreign cinematography, it can be noted that in
Croatia American production has a dominant position: in total, 71.1% of fi lms and
68.3% of video fi lms provided in Croatia were from the US. Aft er the US is Croatia:
according to data from fi lm distributors in Croatia in 2009, of the total provided,
5.25% fi lms and 9.07% video fi lms were of Croatian origin. In third place is the United
Kingdom with 5% and 5.8% respectively. It is worth noting that a part of Croatian fi lms
are not presented through “classical” distribution. On the one hand this is due to fi lm
type (for example if they are oriented primarily to festivals), but it also highlights the
very poor policies for fi lm distribution in Croatia.
Concerning distribution and attendance at Croatian fi lms in the European Union,
according to available data from the LUMIERE11 database of the European Audiovisual
Observatory, attendance at movies (usually co-productions) in the EU27 is rather low.
While data was not available for fi lms from 2008, as well as for some fi lms from 2006 and
2007, the available data shows that attendance at Croatian movies at the European level is
rather low. 12 Here one has to stress the distribution problems of “small” cinematography,
which is not only a Croatian problem, but in other countries as well. Nevertheless, one
has to highlight the lack of a promotional strategy for Croatian fi lms in Europe, where an
interested audience could be found. Th e question of movie quality is an issue that has been
10 Accessed: http://www.dzs.hr/Hrv_Eng/publication/2010/08-03-04_01_2010.htm [8
Nov 2010].
11 Accessed: http://lumiere.obs.coe.int/web/search/index.php [26 February 2010]. LUMIERE
database has operated since 1996 and includes systemized data collected through the European
Audiovisual Observatory, national centres and through the MEDIA programme of the
European Union. It has to be noted that this data has to be taken cautiously, but nevertheless
it is the only standardized data of this kind for comparative analysis at the European level.
12 According to the LUMIERE database Armin (dir. Ognjen Sviličić) had 2,989 viewers
(distribution in France), Karaula (dir. Rajko Grlić,) had 15,517 viewers (distribution in
Poland and Slovakia), while Sve džaba/All for fr ee (dir. Antonio Nuić), had only 611 registered
viewers (distribution in Romania).
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