Análisis de la convergencia de medios en la publicidad del cine ecuatoriano durante la última década

Abstract

This research analyzes how the way in which Ecuadorian cinema has been promoted over the last ten years has evolved, focusing on the advertising strategies of the ten most successful films in terms of the number of viewers in movie theaters and the opinion of experts in the film industry. The aim was to identify the different media used for film advertising, to understand how this advertising has changed over time and to define the challenges and opportunities that this change entails. To achieve this, a mixed methodology combining different approaches was proposed to gain an understanding of the subject. Film advertising over the last decade was analyzed in detail, comparing traditional and digital media, and special attention was paid to media convergence strategies and their impact on audience perception. The results of the study showed that media convergence strategies, especially digital ones, have been key to the box office success of Ecuadorian films. It also noted the importance of government involvement and the need for a more commercial orientation to increase interest in cinema in society. In conclusion, the study indicates that media convergence in Ecuadorian film advertising has experienced strong growth in the last decade, with a significant impact on how films are perceived and on their internal projection.