Article

Exploring film marketing in the new age digital era. Four cases of marketing European art house film productions.

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Abstract

New age media platforms have for long been embraced in film marketing activities as new means to reach an audience, build product awareness and create audience anticipation. However, current research on transmedia film marketing concerns mainly Hollywood film products destined to a wide audience and orchestrated by colossal marketing firms. In this article, all four new age media marketing activities represent low budget European films that attempt to exploit the new opportunities offered in the new digital environment. Our analysis reveals how in the case of independent film marketing the use of transmedia activities builds new narratives that adds to the story and communicate the key values of the film. However, in order to establish a deeper interactive relationship between film directors, producers and their niche audiences, a clear understanding of the targeted audience’s online behavioural pattern should be considered in the marketing actions design and implementation.

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... Στην περίπτωση του Νέου Κύματος από τα προαναφερθέντα εργαλεία αξιοποιήθηκαν σε μεγάλο βαθμό τα τρέιλερ στο you tube και οι διαδικτυακές επικοινωνιακές πλατφόρμες. Μάλιστα, τα μέσα κοινωνικής δικτύωσης αξιοποιήθηκαν με διάφορους τρόπους, όπως, διάδραση με το κοινό, διαγωνισμοί και διάθεση πληροφοριών για την ταινία και την πορεία της σε φεστιβάλ (όπως παρουσιάζονται αναλυτικά στην ενότητα 5.2) προκειμένου να προωθήσουν τις εκάστοτε ταινίες και να διευρύνουν το κοινό τους (Sifaki & Papadopoulou, 2020). ...
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... πρόσβαση σε εξοπλισμό). Με τους περιορισμένους προϋπολογισμούς συνδέεται μεταξύ άλλων και η διόλου στοχευμένη προσπάθεια από τις εμπλεκόμενες εταιρείες παραγωγής να αξιοποιήσουν τα μέσα κοινωνικής δικτύωσης σχεδιάζοντας μια στρατηγική προώθησης και αξιοποιώντας παραδοσιακά και σύγχρονα εργαλεία marketing, όπως η έρευνα κοινού, ώστε να προσδιοριστεί με σαφήνεια το κοινό-στόχος (Sifaki and Papadopoulou 2020). ...
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Τι είναι το transmedia; Διαβάστε τι μας έμαθε ο Μισέλ Ρεγιάκ
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