A comunicação dos festivais de cinema nos meios digitais

Abstract

Since the importance of both the digital media as instruments of communication and marketing and of word of mouth in the cultural scene are clear, this thesis aims to know in what way digital media promotes: communication, interaction with the audience and content sharing, of film festivals. In light of this goal, a multiple case study of three film festivals was made for: Monstra, FESTin and IndieLisboa. This thesis studies cultural marketing (COSTA, 2004 and DUARTE, 2009) and digital marketing (CARRERA, 2012; BARRETO, 2011; RIBEIRO, 2011; BOTÃO, 2013a e 2013b, among others), in particular websites, social media, facebook, mobile marketing and QR Codes. Through an analysis of multiple source of data, it was concluded that, although film festivals are using the majority of digital media (website and social media), promoting interaction with the audience and content sharing on social media, there are some aspects that need to be improved, like promoting their image through them in order to obtain a consistent branding, making a better structure of the website, having a mobile version of the website, using QR Codes, getting more fresh content into social media, having digital marketing professionals and measuring public satisfaction.

Date of Award	2013
Original language	Portuguese
Supervisor	VICTOR MANUEL ESTEVES FLORES (Supervisor) & MARTA MARIA CORDEIRO LOPES (Supervisor)