TY - GEN
T1 - Digital Transformation in the Distribution and Exhibition Channels of Auteur Cinema
AU - Curi, Jimmy Trevejo
AU - Casquino, Yasmin Sayán
N1 - Publisher Copyright:
© 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
PY - 2022
Y1 - 2022
N2 - Peruvian auteur cinema has faced problems of distribution and cinematographic exhibition in the windows of massive scope. Most of the exhibition windows have been monopolized by big Hollywood productions. Currently, the mandatory confinement due to COVID-19 has accelerated and materialized a digital transformation process that was under development. That is why the main objective of the research seeks to analyze how the digital transformation in the distribution and exhibition channels contributes to Peruvian auteur cinema. In order to carry out this objective, an interpretative research was conducted with a qualitative data methodology. The selected categories were: auteur cinema, digital transformation and distribution and exhibition channels. Semi-structured interviews were conducted with specialists in marketing and film production. In conclusion, from the perspective of the specialists, it is indicated that such transformation allows opening markets and serving audiences that were historically neglected before. Finally, there was a lack of specialization in the different areas of distribution and audience development, demonstrating the importance of the participation of professionals specialized in marketing to lead these processes.
AB - Peruvian auteur cinema has faced problems of distribution and cinematographic exhibition in the windows of massive scope. Most of the exhibition windows have been monopolized by big Hollywood productions. Currently, the mandatory confinement due to COVID-19 has accelerated and materialized a digital transformation process that was under development. That is why the main objective of the research seeks to analyze how the digital transformation in the distribution and exhibition channels contributes to Peruvian auteur cinema. In order to carry out this objective, an interpretative research was conducted with a qualitative data methodology. The selected categories were: auteur cinema, digital transformation and distribution and exhibition channels. Semi-structured interviews were conducted with specialists in marketing and film production. In conclusion, from the perspective of the specialists, it is indicated that such transformation allows opening markets and serving audiences that were historically neglected before. Finally, there was a lack of specialization in the different areas of distribution and audience development, demonstrating the importance of the participation of professionals specialized in marketing to lead these processes.
KW - Auteur cinema
KW - Digital cinema
KW - Digital transformation
KW - Exhibition and distribution channels
KW - Streaming platforms
UR - https://www.scopus.com/pages/publications/85127053306
U2 - 10.1007/978-981-16-9272-7_23
DO - 10.1007/978-981-16-9272-7_23
M3 - Contribución a la conferencia
AN - SCOPUS:85127053306
SN - 9789811692710
T3 - Smart Innovation, Systems and Technologies
SP - 273
EP - 284
BT - Marketing and Smart Technologies - Proceedings of ICMarkTech 2021
A2 - Reis, José Luís
A2 - Peter, Marc K.
A2 - Cayolla, Ricardo
A2 - Bogdanović, Zorica
PB - Springer Science and Business Media Deutschland GmbH
T2 - International Conference on Marketing and Technologies, ICMarkTech 2021
Y2 - 2 December 2021 through 4 December 2021
ER -