INFLUENCIA DE LA PUBLICIDAD CINEMATOGRÁFICA EN EL CRECIMIENTO DE LA TAQUILLA DE PELÍCULAS ECUATORIANAS

Abstract

In recent years, the number of cinematographic productions in Ecuador has increased progressively, but the response at the box office has suffered a decline. The problem of the investigation is the low box office of Ecuadorian films, and it was hypothesized that one of its causes is the lack of investment in advertising. So the purpose was to identify film advertising as one of the main causes of the problem. The study was based on the comparison and analysis of cases, so four Ecuadorian films were selected of 2013, "La muerte de Jaime Roldós", "Mejor no hablar de ciertas cosas", "No robarás" and "Mono con gallinas"; in the study was made the relationship between the amount invested in advertising and the box office of the films. In addition, interviews were conducted with experts, and surveys were made to analyze the behavior of the Ecuadorian audience versus film advertising. As a result, it was found that little investment in advertising is one of the main causes of low box office in Ecuadorian films, and that low investment in promotion causes national films to fail in a properly selling and in attracting the attention of their target audience.