Croatian feature films as well as Croatian cinematography in general are not achieving great results in terms of viewership, especially when it comes to box office. Also, they don´t have recognition and reputation and the wider public considers and treats them as inferior to foreign movies, particularly American movies. Moreover, despite the fact Croatian feature films receive rewards at festivals in Croatia and in the rest of the world the general perception by the public and even by the members of profession is negative, while Croatian cinematography or Croatian film industry is not perceived and treated as important branch of the economy. With regards to that, research about Croatian film was carried out, more precisely three researches were carried out – firstly with the experts for Croatian film, then membors of the profession and finally the citizens as represenatives of the public. The aim of this doctoral thesis was to find the perceptions and opinions of the public and members of the professions and try to find the answer whether marketing can be helpful in achieving the better success and results of Croatian feature film, what the role of marketing in the film industry really is and what it can or could be. Namely, throughout the dissertasion it was hypothesized that marketing isn´t applied enough, systematically, correctly and well in Croatian feature film and that better, more correct and more systematic, implementation of marketing could help Croatian feature film achieve much better results in terms of viewership, recognition and reputation. The dissertation also tried to explain what is Croatian audiovisual industry, that is what is the position and role of Croatian cinematography and Croatian feature film, and explained were all the terms and concepts related with cinematography and film relevant for dissertation. Besides that, through theoretical and practical knowledge analysed is each element of marketing mix in feature film. Finally, synthesized are the results of all researches and tested are hypotheses, and given is also the suggestion for the model of strategic marketing approach to Croatian film industry and at the end the conclusions of the whole doctoral thesis are produced.