FÓRUM - CIDADE DE DEUS E JANELA DA ALMA: UM ESTUDO SOBRE A CADEIA PRODUTIVA DO CINEMA BRASILEIRO

• Main Authors: João Paulo Matta Rodrigues, Elisabeth Loiola
• Format: Article
• Language: English
• Published: Fundação Getulio Vargas 2009-01-01
• Series: RAE: Revista de Administração de Empresas
• Subjects: Brazilian cinema industry; production; marketing; Cidade de Deus; Janela da alma
• Online Access: http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0034-75902009000100005&lng=en&nrm=iso

The aim is to discuss and analyze production, marketing and exhibition paths in the domestic cinema market that show the movies, Cidade de Deus and Janela da alma, by outlining their convergences and the differences. This is a multiple case study of an exploratory nature, based on source triangulation. The results show the following convergences: the strengthening of partnerships between producers and distributors; the use of funds from Brazilian legislation for encouraging the development of audio-visual activities; the importance and effectiveness of formatted marketing and launch strategies; the nature of the project team's work and the need to perceive and overcome the negative signals initially coming from the market. The main divergences include in particular: the degree of commitment of the directors at all stages of the films' projects; the focus on marketing strategies in festivals as a way of developing the market and the focus on commercial results.