Bright Tomorrows?

The thesis deals with the transformation of Ponrepo Cinema, a former viewing room in Prague, which had been recently converted into a modern public-service cinematheque of the Czech National Film Archive (NFA). This transformation process runs on the background of the structural, legislative, financial and HR changes, implemented in the NFA in the last years. The work thus refers to the metamorphosis of the whole institution. I am focusing on the period after 2012, when PhDr. Michal Bregant was appointed the current CEO. I am describing namely the changes done in the sector of services and HR, which in turn influenced the very content and form of the activities offered by the cinema. I further emphasize my interest in the public relations and the communication strategies of Ponrepo Cinema toward its audiences, and finally indicate the possible next course of this cultural institution