Digital Marketing Strategies for Next-Generation Film Distribution
Digital 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...
| Main Author: | |
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| Format: | Article |
| Language: | English |
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Lusófona University
2018-12-01
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| Series: | International Journal of Film and Media Arts |
| Subjects: | |
| Online Access: | https://revistas.ulusofona.pt/index.php/ijfma/article/view/6758 |
| _version_ | 1811185679970861056 |
|---|---|
| author | Ana Victoria Falcon Araujo |
| author_facet | Ana Victoria Falcon Araujo |
| author_sort | Ana Victoria Falcon Araujo |
| collection | DOAJ |
| description | Digital 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. |
| first_indexed | 2024-04-11T13:34:24Z |
| format | Article |
| id | doaj.art-7b124c2936194c3aa40f455726e75756 |
| institution | Directory Open Access Journal |
| issn | 2183-9271 |
| language | English |
| last_indexed | 2024-04-11T13:34:24Z |
| publishDate | 2018-12-01 |
| publisher | Lusófona University |
| record_format | Article |
| series | International Journal of Film and Media Arts |
| spelling | doaj.art-7b124c2936194c3aa40f455726e757562022-12-22T04:21:39ZengLusófona UniversityInternational Journal of Film and Media Arts2183-92712018-12-013298123Digital Marketing Strategies for Next-Generation Film DistributionAna Victoria Falcon Araujo0Lusófona UniversityDigital 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.https://revistas.ulusofona.pt/index.php/ijfma/article/view/6758film marketingdigital marketingfilm distributionvod |
| spellingShingle | Ana Victoria Falcon Araujo Digital Marketing Strategies for Next-Generation Film Distribution International Journal of Film and Media Arts film marketing digital marketing film distribution vod |
| title | Digital Marketing Strategies for Next-Generation Film Distribution |
| title_full | Digital Marketing Strategies for Next-Generation Film Distribution |
| title_fullStr | Digital Marketing Strategies for Next-Generation Film Distribution |
| title_full_unstemmed | Digital Marketing Strategies for Next-Generation Film Distribution |
| title_short | Digital Marketing Strategies for Next-Generation Film Distribution |
| title_sort | digital marketing strategies for next generation film distribution |
| topic | film marketing digital marketing film distribution vod |
| url | https://revistas.ulusofona.pt/index.php/ijfma/article/view/6758 |
| work_keys_str_mv | AT anavictoriafalconaraujo digitalmarketingstrategiesfornextgenerationfilmdistribution |