The Public and the Cine in Spain. Issues of identity and brand

Abstract

Spanish cinema has suffered a series of troubles along its history. They have determined its production, along with the development of a solvent and solid industry. This trajectory has also had influence in the assessment of the audience. The relationships developed between the Spanish audience and the cinema offer haven’t favored their coexistence. From the profession, the effort to transmit an effective image hasn’t achieved to consolidate the necessary branding for the recognition of the industry. All the parts involved in the development of this industry have survived the novelties without seriously consider how to deal with each one of the new challenges. At present, the result is that all those parts involved must join to update the business to keep it active. There are possibilities yet, but a clear determination is needed from the institutions, professionals and the Spanish audience.