Barbenheimer: A Disruptive Film Promotion Strategy
- Luisnarciso Mondragon-Márquez Peruvian University of Applied Sciences https://orcid.org/0009-0006-1804-3422
- Eliana Gallardo-Echenique Peruvian University of Applied Sciences https://orcid.org/0000-0002-8524-8595
Abstract
This study aims to analyze how the “Barbenheimer” phenomenon has innovated traditional advertising strategies in the contemporary film industry. This phenomenon arose from the convergence of the releases of ‘Barbie’ and “Oppenheimer,” which gained relevance by combining two seemingly opposite films. Its phenomenological design focuses on capturing the essence of how participants experience a specific phenomenon. Twenty semi-structured interviews were conducted with professionals in the fields of advertising and film. As a result, the “Barbenheimer” phenomenon has influenced traditional promotional strategies by attracting diverse audiences and highlighting the importance of creativity and innovation in unconventional advertising campaigns. Active audience participation, facilitated by social media, has been key to the success of these strategies, underscoring the need to include audience interaction in contemporary film advertising.
Author Biography
Ph.D. en Tecnologías Educativas: e-learning y gestión del conocimiento en la Universidad Rovira i Virgili (España). Calificada como investigadora CONCYTEC en el Registro Nacional de Ciencia, Tecnología y de Innovación Tecnológica – RENACYT (Código P0030507). Profesora investigadora a tiempo completo de la Facultad de Comunicaciones de la Universidad Peruana de Ciencias Aplicadas (UPC). Áreas de investigación: comunicación digital, competencia digital, tecnologías digitales, e-learning.
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