FACTORS OF INTERDEPENDENCE BETWEEN THE ECONOMY, COMMUNICATIONS AND DIGITAL MEDIA THAT INFLUENCE THE BUILDING OF COMPETITIVE ADVANTAGE IN THE FILM "THE ANDROMEDA GALAXY"

Due to the nature of film production and the market in which the film performs, the consumer is specific and unique. In the language of the market economy, "consumer market" and "consumer goods" mean the placement of consumer products that satisfy the individual needs of people. This market is heterogeneous and impulsive. Therefore, the main hypothesis of this paper is shaping processes through which the principles of competitive advantage and digital production determine the contemporary film form. Bearing in mind that the rest of these originate from the applicability of methodological principles and theoretical aspects for building competitive advantage in film production, including the single hypotheses. Hence, different types of narrative can be found within the scope of the term cyberdrama, as the digital form of storytelling that is currently being formed encompasses different formats and styles, which nevertheless ultimately represent one distinctive entity. That form will not carry the prefix "interactive" film, spot, advertisement, etc. regardless of how much it relies on tradition. On the contrary, it is a new way of telling stories suitable for the new digital media.

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