Digital marketing : strategies for next-generation film distribution

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dc.contributor.authorFalcon Araujo, Ana Victoria
dc.date.accessioned2019-07-03T13:46:45Z
dc.date.available2019-07-03T13:46:45Z
dc.date.issued2018
dc.descriptionInternational Journal of Film and Media Artsen
dc.description.abstractDigital distribution led to the rise of next-generation filmmakers, whose content (both short and feature length) was created for and distributed to online audiences (Ryan & Hearn, 2010). Independent companies and large studios (Netflix, Amazon Studios, Hulu) producing next-genera- tion film do not rely on theatrical success, since they work on micropayment, subscription or advertising-driven business models. This paper includes a literary review that maps the digital marketing strategies over the purchase journey, and define key performance indicators for each digital marketing strategy. To explore how next-generation film distributors are currently employing digital marketing strategies, a survey and a multiple case study methodology was designed and then implemented. The findings of the literary review, the survey, and case study are used to point out the limitations, industry challenges and research opportunities in the field of next-generation cinema.en
dc.formatapplication/pdf
dc.identifier.issn2183-9271
dc.identifier.urihttp://hdl.handle.net/10437/9672
dc.language.isoengpt
dc.publisherEdições Universitárias Lusófonaspt
dc.rightsopenAccess
dc.subjectAUDIOVISUALpt
dc.subjectCINEMApt
dc.subjectMARKETING DIGITALpt
dc.subjectDISTRIBUIÇÃO COMERCIALpt
dc.subjectAUDIOVISUALen
dc.subjectCINEMAen
dc.subjectDIGITAL MARKETINGen
dc.subjectCOMMERCIAL DISTRIBUTIONen
dc.subjectPUBLICIDADEpt
dc.subjectADVERTISINGen
dc.subjectFILMESpt
dc.subjectFILMSen
dc.titleDigital marketing : strategies for next-generation film distributionen
dc.typearticlept

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International Journal of Film and Media Arts, Vol. 3, Nº. 2 (2018)