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Publicação
O papel dos novos media e da crítica especializada na captação das audiências para o cinema independente
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Resumo(s)
Com a popularização dos novos media e a disseminação das plataformas de streaming,
assistimos a um aumento no volume de conteúdos audiovisuais distribuídos e ao aparecimento
de novas formas de comunicar e consumir cinema. A avaliação dos filmes continua a ser feita
com recurso a escalas numéricas ou gráficas, mas a crítica de cinema especializada parece
passar por um processo de transformação como forma de garantir a sua contínua relevância. O
formato curto das publicações online compete agora com a crítica escrita dita tradicional e o
electronic word of mouth (eWOM) assume um papel importante na tomada de decisão do
consumo de conteúdos audiovisuais. Mas será este um formato eficaz para comunicar com
todos os públicos? Com uma audiência de nicho e um orçamento de marketing reduzido, o
cinema independente depende cada vez mais de uma comunicação em diferentes meios.
Com o objetivo de apurar os fatores que estão na base da tomada de decisão de ver
cinema independente e avaliar a atual relevância dos novos media e da crítica especializada
neste processo, o presente estudo adotou uma abordagem exploratória com recurso a métodos
quantitativos e qualitativos. Os resultados obtidos a partir da análise dos dados recolhidos em
entrevistas e questionários a críticos e consumidores de cinema indicam que, no processo de
tomada de decisão de ver cinema independente, a opinião de amigos e familiares, as redes
sociais, o trailer e o elenco de um filme estão entre os fatores mais relevantes. A crítica de
cinema continua a ser valorizada, mas nos meios digitais.
As new media have become more popular and streaming platforms have become more widespread, we have seen an increase in the volume of audiovisual content distributed and the appearance of new ways of communicating and consuming cinema. Films continue to be evaluated using numerical or graphic scales, but specialised film criticism is transforming to ensure its relevance. The short format of online publications is now competing with traditional written reviews and electronic word of mouth (eWOM) is playing an important role in the decision-making process for the consumption of audiovisual content. But is this an effective format for communicating with all audiences? With a niche audience and a small marketing budget, independent cinema increasingly relies on communication in different media. To ascertain the drivers behind the decision to watch independent cinema and assess the current relevance of the new media and specialised critics in this process, this study adopted an exploratory approach using quantitative and qualitative methods. The results obtained from the analysis of data collected in interviews and questionnaires with film critics and consumers indicate that, in the decision-making process of watching independent cinema, the opinion of friends and family, social media, the trailer and the cast of a film are among the most relevant aspects. Film criticism continues to be valued, but in digital media.
As new media have become more popular and streaming platforms have become more widespread, we have seen an increase in the volume of audiovisual content distributed and the appearance of new ways of communicating and consuming cinema. Films continue to be evaluated using numerical or graphic scales, but specialised film criticism is transforming to ensure its relevance. The short format of online publications is now competing with traditional written reviews and electronic word of mouth (eWOM) is playing an important role in the decision-making process for the consumption of audiovisual content. But is this an effective format for communicating with all audiences? With a niche audience and a small marketing budget, independent cinema increasingly relies on communication in different media. To ascertain the drivers behind the decision to watch independent cinema and assess the current relevance of the new media and specialised critics in this process, this study adopted an exploratory approach using quantitative and qualitative methods. The results obtained from the analysis of data collected in interviews and questionnaires with film critics and consumers indicate that, in the decision-making process of watching independent cinema, the opinion of friends and family, social media, the trailer and the cast of a film are among the most relevant aspects. Film criticism continues to be valued, but in digital media.
Descrição
Palavras-chave
Crítico de cinema Crítica de cinema Cinema independente Marketing de cinema Tomada de decisão Wom Film critic Film criticism Movie review Independent cinema Film marketing Decision-making Wom