Marketing y publicidad cinematográficael cartel de cine español

Abstract

The purpose of this work is to provide a general approach to the Communication, Advertising and Marketing film, in order to check its progress in recent decades as a result of the emergence of new media emerged with the advent of the Internet and, above all, with the concept of web 2.0, and a more detailed approach to the movie poster, trying to establish a theoretical and conceptual clarification thereof and of its visual, formal and functions as constituent units of the graphic identity of any film on the hypothesis that remains an absolutely key and force in the launch of a movie film. The rise of new media has encouraged the development of new film marketing tools and has managed each film promotion requires new challenges for distributors, who now consider the Internet essential to launch a movie. In this situation, the poster has managed not only remain mainstay of film promotion, but adapts to these new technologies and digital media without abandoning its privileged position at the entrance to the cinema, advertising the film and seducing the public, fulfilling its functions of profitability and efficiency. From a theoretical perspective, and from a communication point of view, is to provide a text that reflects on the constituent elements of the movie poster, studying their two languages, the texts and images, trying to discover the main strategies defined in the communication plan and working out in different compositional skills spread across the surface of the poster at the discretion of the designer, without having to maintain a strict order or direction, partners to form one unit, simple and unambiguous in its reading decoding the message to be effective.