The reinvention of post-Covid film marketing in France / Ilona ZENI / 2023

Titre : The reinvention of post-Covid film marketing in France Type de document : Mémoire Auteurs : Ilona ZENI, Auteur Année de publication : 2023 Importance : 22p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management MARKETING ACHAT ; CINEMA SECTEUR Entreprise TRIANGLE FILM CORPORATION Résumé : To understand the factors driving the completion of the study, the inspiration, interest, and significance of the research question must be described. Having grown up in a cinematographic environment, I am actively interested in the evolution of the media world linked to the economic and social upheavals of our western societies. That's why I frequently conduct competitive intelligence activities on a national and international level to deepen my knowledge of current trends. As a film buff, I see the possibility of working in the cultural field as an exciting, invigorating and exhilarating ecosystem. Indeed, over the years, I have been able to build up a cinephilia that has allowed me to apprehend and appreciate a variety of cinematographic genres.With the support of my internship in production at 3B productions (Muriel Merlin and Rachid Bouchareb) in 2022, I was able to deepen my cinematographic knowledge and my desire to work in the cultural field intensified. The prospect of working in the audiovisual industry motivates me a lot.I also worked as a production assistant on the film "Le flic de Belleville" by Rachid Bouchareb; I was in charge of welcoming the extras and their administrative and technical follow-up on the set. These experiences gave me a professional maturity.Going to theaters has always been a passion. However, I notice that theaters are sometimes more and more empty.Indeed, since the pandemic, cinema and television are experiencing a remediation with the rise of video on-demand and streaming platforms, so it becomes relevant to open up the fields of possibilities by finding solutions to bring back the spectators. Renewing this highly fragile post-covid ecosystem and allowing it to survive is one of the current imperatives. Moreover, supporting a free, independent and daring cinema is particularly important to me. The expression of an unprecedented artistic effervescence linked to financial stakes galvanizes me, I see here the paradox between freedom and standards. It is therefore natural that I wanted to work on cinema and marketing for my dissertation. It's also important to remember that marketing is extremely important to a movie's or production's success. The audience's attention must be captured in order to draw crowds to a movie theater, which requires the use of advertising campaigns, social media, and promotional events. The study I'm conducting in this regard tries to comprehend how marketing strategies might be employed successfully to persuade individuals to go to cinemas once more and support the film industry.It's also crucial to take into account how consumer behavior has changed in response to new technologies. The way we watch movies and TV shows has drastically changed thanks to streaming services. As a result, the film industry must change to survive and prosper in a setting that is always evolving.The question of diversity and representation in the film business is also one that is becoming more and significant. As a society, we must make sure that all people's voices and stories are heard and depicted on television. This means that when deciding which films to support and which performers to cast, film companies must keep diversity and inclusion in mind.In conclusion, it is essential to comprehend the reasons that motivated the study, such as the motivation, significance, and interest of the research topic, in order to better comprehend the problems with film and marketing in the present film business. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581952