Cómo vender una película. Análisis de la evolución en la promoción del cine

Abstract

The promotion of a film is very different from the promotion of other products or services, these are selling art and art is always difficult to sell. You have a more critical audience with your final product, because the premiere of a film and its subsequent marketing depends a lot on the first impressions that are generated on the film and the own generated by the people. Generating interest and expectation has never been so important for the film industry, large blockbusters appear more regularly, producers are gathering in networks to attract attention and actors and directors participate in a constant dialogue with the public so that the so-called " Hype "does not decline and people are euphoric on the day of the release. In this work we will see through the analysis of three campaigns the evolution that has been followed in this industry. They will analyze the contents, channels and methods that composed these three campaigns celebrated at the time or important by the characteristics that surround them. We will study the double-edged sword that are networks, the large amount of content that can be generated and how to use this content so that people feel like part of the movie.