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Advisor(s)
Abstract(s)
A elaboração desta dissertação visa analisar a relação entre o cinema e o mundo
audiovisual através da satisfação e consequente fidelização dos clientes nesta área. Assim, o
foco estará na desconstrução do problema evidente que o cinema nacional enfrenta, acentuado
com a pandemia e as consequências associadas que isso trouxe. Se os números de adesão e de
bilheteira já são baixos com os filmes norte-americanos, com o cinema português, os números
são devastadores e apresentam consequências graves para quem trabalha e queira fazer do
cinema português uma profissão. Desencoraja as pessoas de seguirem um sonho por não verem
concretizados os seus esforços e a sua dedicação numa arte que está com dificuldades, que
padece de soluções e investimento para inverter esta tendência do desinteresse do público.
Havendo uma escassez de abordagem nesta área, serve este estudo para entender o
motivo das pessoas não estarem tão conectadas com a sétima arte produzida em português e a
sua consequente dificuldade na fidelização dos espetadores.
A metodologia assentou num estudo quantitativo exploratório com uma amostra não
probabilística, por conveniência, que consistiu na análise e interpretação dos resultados de um
inquérito online que contou com a participação de 123 indivíduos. Estes dados foram analisados
com recurso à análise de estatística descritiva e análise fatorial. As questões colocadas no
inquérito são perguntas diretas, com respostas abertas e fechadas, relacionadas com a presença
dos portugueses nas salas de cinema. Os resultados ajudam a evidenciar as lacunas e as
carências apresentadas do cinema português. Os números obtidos nesta amostra são importantes
para estudar hipotéticas soluções e formas onde o marketing pode interferir para uma notória e
necessária evolução do setor cinematográfico.
Para que as soluções apresentadas ajudem a quebrar a calamidade do cinema português,
é necessário estudar as motivações da sociedade portuguesa, quais as suas preferências e de que
forma pode uma obra portuguesa ajudar as pessoas a ganhar interesse pelo talento português
nesta área, que é inegável.
ABSTRACT: This dissertation aims to analyse the connection between cinema and the audiovisual world through the satisfaction client and consequent loyalty in this subject. To add to this, the focus will be on the deconstruction of the clear problem that Portuguese cinema faces at the moment, emphasised with the world pandemic and the inherent consequences that it brought to society. If the numbers and ticket sales were already low with north-americas films, the numbers for Portuguese cinema are really devastating and it has serious consequences for people that want to work in such area. It discourages people to follow their dreams because they don’t see their efforts and dedication materialised, in an art that is struggling and doesn’t have any solutions or investment to invert this downfalling path in numbers, from the publics point of view. Having a lack of different approaches, this study is also to understand the reason behind of why people aren’t to fond with the seventh art made by our fellow citizens and it’s troubling to build loyalty between them. The methodology lay foundation on an exploratory quantitive study with a non probabilistic sample, for conveniency, which consisted in analysing and interpreting the results of an online inquiry, which held the participation of one hundred and twenty three individuals. This data were collected by using factor analysis and main descriptive statistics. The questions asked in the inquiry were direct questions, with open and closed answers, related to the presence of the Portuguese in cinema theatres. The results help to point out the deficiencies of Portuguese cinema. The obtained numbers in this sample are important to study an hypothetic solution and ways that marketing could help to produce some kind of evolution in cinematography department. In order to help break free the actual calamity that Portuguese cinema faces, it’s necessary to study society motivations, what are their preferences and in what way could a portuguese piece of art in this subject help people to gain interest for the ineffable talent that the portuguese have in this sector.
ABSTRACT: This dissertation aims to analyse the connection between cinema and the audiovisual world through the satisfaction client and consequent loyalty in this subject. To add to this, the focus will be on the deconstruction of the clear problem that Portuguese cinema faces at the moment, emphasised with the world pandemic and the inherent consequences that it brought to society. If the numbers and ticket sales were already low with north-americas films, the numbers for Portuguese cinema are really devastating and it has serious consequences for people that want to work in such area. It discourages people to follow their dreams because they don’t see their efforts and dedication materialised, in an art that is struggling and doesn’t have any solutions or investment to invert this downfalling path in numbers, from the publics point of view. Having a lack of different approaches, this study is also to understand the reason behind of why people aren’t to fond with the seventh art made by our fellow citizens and it’s troubling to build loyalty between them. The methodology lay foundation on an exploratory quantitive study with a non probabilistic sample, for conveniency, which consisted in analysing and interpreting the results of an online inquiry, which held the participation of one hundred and twenty three individuals. This data were collected by using factor analysis and main descriptive statistics. The questions asked in the inquiry were direct questions, with open and closed answers, related to the presence of the Portuguese in cinema theatres. The results help to point out the deficiencies of Portuguese cinema. The obtained numbers in this sample are important to study an hypothetic solution and ways that marketing could help to produce some kind of evolution in cinematography department. In order to help break free the actual calamity that Portuguese cinema faces, it’s necessary to study society motivations, what are their preferences and in what way could a portuguese piece of art in this subject help people to gain interest for the ineffable talent that the portuguese have in this sector.
Description
Keywords
Cinema Fidelização Satisfação Público Cinema nacional Marketing Consumidor