Digital marketing : strategies for next-generation film distribution

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dc.contributor.authorFalcon Araujo, Ana Victoria
dc.contributor.institutionEscola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
dc.date.issued2018
dc.descriptionInternational Journal of Film and Media Arts
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.description.statusNon peer reviewed
dc.formatapplication/pdf
dc.identifier.citationFalcon Araujo , A V 2018 , ' Digital marketing : strategies for next-generation film distribution ' , International Journal of Film and Media Arts .
dc.identifier.issn2183-9271
dc.language.isoeng
dc.publisherLusofona University
dc.relation.ispartofInternational Journal of Film and Media Arts
dc.rightsopenAccess
dc.subjectAUDIOVISUAL
dc.subjectCINEMA
dc.subjectMARKETING DIGITAL
dc.subjectDISTRIBUIÇÃO COMERCIAL
dc.subjectPUBLICIDADE
dc.subjectFILMES
dc.subjectAUDIOVISUAL
dc.subjectCINEMA
dc.subjectDIGITAL MARKETING
dc.subjectCOMMERCIAL DISTRIBUTION
dc.subjectADVERTISING
dc.subjectFILMS
dc.titleDigital marketing : strategies for next-generation film distributionen
dc.typearticle

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