Marketing cinematográfico off line y on line

  • Concepción Calvo Herrera Universidad Complutense de Madrid
Keywords: Internet, publicity, wide release, pre-launch, launch, soustain, viral marketing, limited release, exclusive release, Hit & Run, marketing film, social network., Internet, Publicity, Wide release, Pre-launch, Launch, Soustain, Viral Marketing, Limited release, Exclusive release, Hit&Run, Marketing Film, Social Network

Abstract

New technologies applied to film marketing have resulted in expanding the channels through which advertises a film before, during and after their release. The Internet fosters each movie promotion raises new challenges for retailers among Internet users and frequent social networks. For film distributors internet has become an indispensable tool for the launch of a movie. Due to competition in the market with releases weekly release titles, the strategies applied to the network must be as attractive as posible to produce advertising message forwarding between internetgoers, either through email or through of social networks. We analyze online campaigns Up and Ice Age 2, and the spanish film Gordos.

Article download

Crossmark

Metrics

Published
2024-01-16
How to Cite
Calvo Herrera C. (2024). Marketing cinematográfico off line y on line. Derecom. Derecho de la Comunicación y de Nuevas Tecnologías, 6 (2011). https://revistas.ucm.es/index.php/DERE/article/view/93708
Issue
No. 6 (2011)
Section
Artículos

License

In order to support the global exchange of knowledge, the journal Derecom. Derecho de la Comunicación is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.