Publication: La promoción cinematográfica en España: análisis de las estrategias de marketing y difusión (2010-2016)
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2021-04-27
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Universidad Complutense de Madrid
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Abstract
El descenso de espectadores y la crisis de taquilla que viene padeciendo el cine español en la última década ha sido el detonante para que el sector tome conciencia de la importancia del marketing y las posibilidades que ofrecen los medios sociales para crear expectación y atraer a los espectadores a las salas. En el contexto actual, el medio digital es imprescindible y debe ser considerado el eje de comunicación de cualquier campaña. A diferencia del ámbito norteamericano, el cine español se ha incorporado un poco tarde al fenómeno del marketing, que sin duda ofrece numerosas herramientas para llegar al espectador, tanto offline como online, sin olvidar la importancia de las redes sociales. Esta investigación tiene como objeto de estudio la promoción cinematográfica en España, y de forma específica, el análisis de las estrategias de marketing y difusión en el periodo comprendido entre 2010 y 2016, coincidente con la crisis económica y el auge, despegue y consolidación de las redes sociales. Se contemplan además las claves del marketing cinematográfico entre 2017-2019 para contrastar y apuntar las tendencias en la última década. Con este fin se realiza un estado de la cuestión que contempla desde el marco jurídico que regula el sector audiovisual y cinematográfico, los hábitos culturales de la sociedad y los principales medios de difusión e inversión publicitaria, hasta el análisis de las técnicas y herramientas de marketing y promoción empleadas en el sector cinematográfico para alcanzar un mayor éxito en el lanzamiento de las películas...
The decline of viewers and the box office crisis that Spanish cinema has been suffering in the last decade has been the trigger for the industry to become aware of the importance of marketing and the possibilities offered by social media to create expectation and attract viewers to cinemas. In the current context, the digital medium is essential and should be considered the axis of communication of any campaign. Unlike the American realm, Spanish cinema has joined the marketing phenomenon a little late, that certainly offers numerous tools to reach the viewer, both offline and online, without forgetting the importance of social media. This research focussed on film promotion in Spain, and more specifically, on the analysis of marketing and diffusion strategies in a study period that includes from 2010 to 2016, coinciding with the economic crisis and the rise, take-off and consolidation of social media. The keys to film marketing between 2017-2019 are also being seen to contrast and target trends over the past decade. To this end, a state of the issue is made from the legal framework governing the audiovisual and film sector, the cultural habits of society and the main means of dissemination and advertising investment, until the analysis of marketing and promotion techniques and tools used in the film sector to achieve success in the release of films...
The decline of viewers and the box office crisis that Spanish cinema has been suffering in the last decade has been the trigger for the industry to become aware of the importance of marketing and the possibilities offered by social media to create expectation and attract viewers to cinemas. In the current context, the digital medium is essential and should be considered the axis of communication of any campaign. Unlike the American realm, Spanish cinema has joined the marketing phenomenon a little late, that certainly offers numerous tools to reach the viewer, both offline and online, without forgetting the importance of social media. This research focussed on film promotion in Spain, and more specifically, on the analysis of marketing and diffusion strategies in a study period that includes from 2010 to 2016, coinciding with the economic crisis and the rise, take-off and consolidation of social media. The keys to film marketing between 2017-2019 are also being seen to contrast and target trends over the past decade. To this end, a state of the issue is made from the legal framework governing the audiovisual and film sector, the cultural habits of society and the main means of dissemination and advertising investment, until the analysis of marketing and promotion techniques and tools used in the film sector to achieve success in the release of films...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Documentación, leída el 26/01/2021