TY - JOUR AU - Najbor, Joanna PY - 2022/05/31 Y2 - 2024/03/29 TI - The Institution of a Film Festival during the COVID-19 Pandemic: Case Study of the New Horizons Festival JF - Com.press JA - compress VL - 5 IS - 1 SE - DO - 10.51480/compress.2022.5-1.331 UR - https://journals.ptks.pl/compress/article/view/331 SP - 60-85 AB - <p><span style="font-weight: 400;">The aim of this paper is to present the ways of communication of a film festival during the COVID-19 pandemic. The author conducted an analysis of the social media of the New Horizons festival, which took place in November 2020. Due to the outbreak of the pandemic, both the biggest and local film events had to go online. The new reality, although posing a technical, organizational, and social challenge, also turned out to be an opportunity to expand the scale of actions that were meant to promote the culture. The paper presents the specificity of a traditional film festival, focusing on communication aspects, the viewers' perspective, and the film event's promotional strategies. Basing on the analysis of the empirical material containing statements and reactions of administrators and viewers on the festival's profiles on social media, it was shown which elements contribute to the effective creation of a virtual (and not only) community.</span></p> ER -