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Advisor(s)
Abstract(s)
O cinema, desde o seu início, teve uma constante necessidade de se promover. Os
filmes, para além de serem um produto cultural, são também um produto que
necessita de rentabilidade, tornando fulcral uma receita adequada de bilhetes
vendidos para garantir retorno no dinheiro gasto à produção dos mesmos. Sendo
assim, os filmes exibidos em salas de cinema são anunciados semanas ou até meses
antes da sua estreia, criando, desta forma, complexas campanhas de marketing e
publicidade de forma a garantir que o maior número de pessoas tome conhecimento
da sua existência. No presente projeto procura-se conhecer e compreender os fatores
determinantes na frequência de ida às salas de cinema, tendo como objetivo principal
analisar a promoção de cinema, cada um dos meios de divulgação cinematográficos e
o seu respetivo papel comunicativo, na tentativa de se perceber de que forma estes se
destacam em modos promocionais, incentivando o consumidor a visionar um filme
numa sala de cinema. O estudo desenvolveu-se através de uma análise conceptual
teórica da promoção e consumo de cinema, dos seus respetivos meios de divulgação,
e da utilização de uma abordagem quantitativa que consistiu na análise e interpretação
dos resultados de um questionário que contou com a participação de 380 sujeitos. O
questionário procurou compreender os hábitos de obtenção de informação
cinematográfica dos inquiridos, bem como os fatores que os influenciam a ver filmes
nas salas de cinema e os meios de divulgação que mais impacto causam nas suas
preferências. A análise dos dados recolhidos revela que existe uma ligação entre a ida
às salas de cinema e a ideia da crescente falta de tempo das pessoas, associada ao
reduzido poder de compra. Já no que se refere aos fatores e meios de divulgação
determinantes na escolha de filmes, os participantes destacaram a Internet e o “bocaa-
boca” como principais influenciadores. Os resultados alcançados sugerem assim
tendências que devem ser consideradas na implementação de uma estratégia cuja
intenção seja a do aumento da frequência da ida às salas de cinema.
Abstract From its beginning, cinema had the constant need of promoting itself. Movies, besides being a cultural product, are also a product that requires profitability, making the revenue of tickets bought an important thing in order to retrieve the money spent for their making. So, movies shown in theatres are announced weeks or even months before their premier, creating complex marketing campaigns in order to guarantee that the maximum number of people has knowledge about them. The present project tries to understand causing factors for the frequency of movie going in theatres, being the main goal to analyze movie promotion, each one of the disclosure ways of movie promotion and theirs respective communicating roll, in the attempt of understanding the way they detach promotion wise, encouraging the consumer to see the movie in the theatres. This study developed through a theoretical conceptual analysis of movie consumption and promotion, as well as the respective disclosure ways and the understanding of the results provided by a questionnaire, on which the sample is composed by 380 respondents. The questionnaire tried to understand the participants habits of getting movie information, as well as the factors that influence them to see movies in theatres and the disclosure ways that cause more impact in their preferences. The data review retrieve show that there is a link between movie going and the idea of lack of time, associated to the reduced buying power. The respondents also answered the Internet and the “word-of-mouth” phenomenon as the main influencers. These results reveal the considering agents in the implementation of a strategy on which the intention relies in the increased frequency of going to movie theatres.
Abstract From its beginning, cinema had the constant need of promoting itself. Movies, besides being a cultural product, are also a product that requires profitability, making the revenue of tickets bought an important thing in order to retrieve the money spent for their making. So, movies shown in theatres are announced weeks or even months before their premier, creating complex marketing campaigns in order to guarantee that the maximum number of people has knowledge about them. The present project tries to understand causing factors for the frequency of movie going in theatres, being the main goal to analyze movie promotion, each one of the disclosure ways of movie promotion and theirs respective communicating roll, in the attempt of understanding the way they detach promotion wise, encouraging the consumer to see the movie in the theatres. This study developed through a theoretical conceptual analysis of movie consumption and promotion, as well as the respective disclosure ways and the understanding of the results provided by a questionnaire, on which the sample is composed by 380 respondents. The questionnaire tried to understand the participants habits of getting movie information, as well as the factors that influence them to see movies in theatres and the disclosure ways that cause more impact in their preferences. The data review retrieve show that there is a link between movie going and the idea of lack of time, associated to the reduced buying power. The respondents also answered the Internet and the “word-of-mouth” phenomenon as the main influencers. These results reveal the considering agents in the implementation of a strategy on which the intention relies in the increased frequency of going to movie theatres.
Description
Keywords
Cinema meios de divulgação cinematográficos promoção de cinema consumo de cinema movie disclosure ways movie promotion cinema consumption