Cinematic blueprint on Social Media: A comparative analysis

Joan-Francesc  Fondevila-Gascón; Pedro  Mir-Bernal; Almudena  Barrientos-Báez; Marc  Perelló-Sobrepere

doi:10.24310/Fotocinema.2021.vi22.11738

Authors

Joan-Francesc Fondevila-Gascón Blanquerna URL, EU Mediterrani-UdG, Cesine, CECABLE España Spain
Pedro Mir-Bernal Universidad de Navarra Spain
Almudena Barrientos-Báez Universidad Internacional de La Rioja (UNIR Spain
Marc Perelló-Sobrepere EU Business School Spain

DOI:

https://doi.org/10.24310/Fotocinema.2021.vi22.11738

Keywords:

Branding, Social media, Movie studios, YouTube, Interactivity

Abstract

This paper aims to analyze the activity of the three biggest movie studios in social media, 20h Century Fox, Warner Bros and Universal Studios, and how that is affecting in the numbers and importance of each. Through deep searches, professional advice and the use of some statistic programs, we were able to pull out some interesting assumptions that will be discussed. We have focused in different parts of each Social Media since, we think, each one is designed to fulfill one specific aspect, for example create discussions or just present a piece of work or trailer in our case. With that approach we expect to determine which of the companies has understood better the way they have to be used and if they had won any kind of advantage through the good use of this medias presented as more interaction between themselves and the viewers and a more effective way to present their products. We conclude a correlation between movie studios impact and social media in terms of posts and comments. YouTube is the main social media for movie studios companies.

Downloads

Download data is not yet available.

Metrics

Metrics Loading ...

Author Biographies

Joan-Francesc Fondevila-Gascón , Blanquerna URL, EU Mediterrani-UdG, Cesine, CECABLE España

Doctor of Journalism (cum laude). He is a professor at Blanquerna-Universitat Ramon Llull, Escola Universitària Mediterrani-Universitat de Girona, Pompeu Fabra University, CESINE, Euncet-UPC and EAE Business School. He is principal investigator of the Research Group on Digital Journalism and Broadband and the SIMPED Research Group. He has published numerous books and indexed scientific articles on communication, telecommunications and social sciences. He is the director of the Center for Cable Studies (CECABLE) and has received various awards for his scientific activity.

Pedro Mir-Bernal, Universidad de Navarra

PhD in Communication and Marketing. He is a professor at the University of Navarra and at ISEM Fashion Business School. He is a member of the Research Group on Digital Journalism and Broadband and the SIMPED Research Group.

Almudena Barrientos-Báez, Universidad Internacional de La Rioja (UNIR

Doctor with international mention in Education. Professor at the Iriarte University School of Tourism, attached to the ULL (Tenerife-Spain) and at the European Univ. Master in Management of Protocol, Production, Organization and Design of Events - Communication area - (UCJC) and Master in Management of Tourist Accommodation (Univ. Girona). Degree in Tourism (EUTI-ULL) and Teaching (Univ. Valencia).

She is part of the DEBATv project, Televised Electoral Debates in Spain: Models, Process, Diagnosis and Proposal (CSO2017-83159-R), an R + D + I project (Challenges) funded by the Ministry of Science, Innovation and Universities and the Agency State Research (AEI) of the Government of Spain, with the support of the European Regional Development Fund (ERDF) of the European Union (EU). IP1 José Rúas Araújo. IP2 Ana Belén Fernández Souto.

She is part of the project New values, governance, financing and public audiovisual services for the Internet society: European and Spanish contrasts (RTI2018-096065-B-I00) of research of the State R & D & I Program oriented to the Challenges of the Society of the Ministry of Science, Innovation and Universities (MCIU), the State Research Agency (AEI) and the European Regional Development Fund (FEDER). IP1 Francisco Campos Freire. IP2 Miguel Túñez López.

Marc Perelló-Sobrepere, EU Business School

Doctor in Communication. He is a professor at EU Business School, He also collaborates with the Johan Cruyff Institute (JCI). He is a member of the Research Group on Digital Journalism and Broadband and the SIMPED Research Group.

References

Acker, A. (2018). Data craft: the manipulation of social media metadata. Los Angeles: Data & Society.
Armes, R. (1994). Action and Image: dramatic structure in cinema. Manchester: Manchester University Press.
Basu, S., Kak, S., Krishen, P. (1981). Cinema and society: a search for meaning in a new genre. India International Centre Quarterly, 8(1), 57-76.
Brown, B. (2013). Cinematography: theory and practice: image making for cinematographers and directors. Milton Park: Routledge.
Çalli, L., Clark, L. (2015). Overcoming SME Barriers to Gaining Competitive Advantage Through Social Media. Proceedings of the 2nd European conference on social media ECSM 2015, Academic Conferences and Publishing International Limited, Reading UK.
Deltell, L., García Fernández, E. C. (2013). Film promotion in the digital universe. The end of the cinema exhibition in Spain. Historia y Comunicación Social, 18, 203-217.
Deltell, L., Claes, F., Osteso, J. M. (2013). “Twitter en las campañas comunicativas de películas cinematográficas”. El Profesional de la Información, 22(2), 128-134.
Deltell Escolar, L., Clemente Mediavilla, J. (2016). Productoras españolas en la red. Actividad en Twitter y Facebook. Estudios sobre el Mensaje Periodístico, 22(2), 969-980.
Denzin, N. K. (1991). Images of postmodern society: Social theory and contemporary cinema (Vol. 11). Newbury Park, California: Sage.
Dick, B. F. (1997). City of Dreams: the making and remaking of Universal Pictures. Kentucky: University Press of Kentucky.
Dolan, R., Conduit, J., Fahy, J., Goodman, S. (2016). Social media engagement behaviour: A uses and gratifications perspective. Journal of Strategic Marketing, 24(3-4), 261-277.
Duvall, J. A. (2017). The environmental documentary: Cinema activism in the 21st century. Bloomsbury: Bloomsbury Publishing.
Fondevila-Gascón, J. F., Del Olmo-Arriaga, J. L., Bravo Nieto, V. (2012). Digital presence and reputation in social media: comparative in the fashion industry. Fonseca, Journal of Communication, 5, 92-116.
Fondevila-Gascón, J. F., Beriain, A. (2013). Social Media Interactivity: A Case Study. The International Journal of Interdisciplinary Studies in Communication, 7(1), 45-61.
Fondevila-Gascón, J. F., Herrando-Soria, C., Beriain-Bañares, A., Del Olmo-Arriaga, J. L. (2013). Social media y comercio electrónico. Pinterest como nueva herramienta comunicacional. Doxa Comunicación. Revista Interdisciplinar de Comunicación y Ciencias Sociales, 16, 151-172.
Fondevila-Gascón, J. F. (2014). El uso de hipertexto, multimedia e interactividad en periodismo digital: propuesta metodológica de ranking de calidad. ZER, Revista de Estudios de Comunicación, 19(36), 55-76.
Fondevila-Gascón, J. F., Perelló-Sobrepere, M. (2014). The rise of Twitter in the Latin American landscape: a study of the most followed accounts in Brazil, Mexico, Argentina, Colombia and Venezuela. Revista Latinoamericana de Ciencias de la Comunicación, 10(19).
Fondevila-Gascón, J. F., Mir-Bernal, P., Muñoz-González, M., Berbel, G. (2016). Social media and tourism: case study in Catalonia. Revista Científica Hermes-FIPEN, 16, 115-131.
Fondevila-Gascón, J. F., Botey-López, J., Rom-Rodríguez, J. (2017). Formats emergents en televisió: anàlisi comparativa d’aplicacions publicitàries interactives en HBBTV. Comunicació: Revista de Recerca i d’Anàlisi [Societat Catalana de Comunicació], 34(1), 67-81.
Fondevila-Gascón, J. F., Mir-Bernal, P., Rom-Rodríguez, J., Santana-López, E. (2017a). “New Digital Metrics in Marketing: A Comparative Study on Social Media Use”. In Francisco Campos Freire, José Rúas Araújo, Valentín A. Martínez Fernández, Xosé López García (Eds.): Media and Metamedia Management, Colección Advances in Intelligent Systems and Computing, 503 (pp. 343-350). Berlin: Springer.
Fondevila-Gascón, J. F., Mir-Bernal, P., Muñoz-González, M., Gutiérrez-Aragón, Ó. (2017b). “A comparative research about social media use: the case of fast food restaurants”. Redes sociales y lo 2.0 y 3.0 (pp. 163-178). Madrid: Universidad Complutense de Madrid.
Fondevila-Gascón, J. F., Mir-Bernal, P., Rom-Rodríguez, J. (2018). Social media content value for a brand: study case. Questiones Publicitarias, 1(21), 21-26.
Fondevila-Gascón, J. F., Polo-López, M., Rom-Rodríguez, J., Mir-Bernal, P. (2020). Social Media Influence on Consumer Behavior: The Case of Mobile Telephony Manufacturers. Sustainability, 12(4), 1506.
Fondevila-Gascón, J. F., Gutiérrez-Aragón, Ó., Copeiro, M., Villalba-Palacín, V., Polo-López, M. (2020a). Influencia de las historias de Instagram en la atención y emoción según el género. Comunicar. Revista Científica de Comunicación y Educación, 63(2), 41-50.
Fondevila-Gascón, J. F., Vila, F., Rom-Rodríguez, J.; Perelló-Sobrepere, M. (2020b). Interactividad en la prensa online. Una comparativa en diarios regionales y de referencia en Cataluña. Estudios sobre el Mensaje Periodístico, 26(4), 1421-1431.
Goeldi, A. (2013). U.S. Patent No. 8,375,024. Washington, DC: U.S. Patent and Trademark Office.
Golan, G. J., Zaidner, L. (2008). Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel. Journal of Computer-Mediated Communication, 13(4), 959-972.
Jenkins, B. (2011). Consumer sharing of viral video advertisements: A look into message and creative strategy typologies and emotional content. Capstone Project, available at: www.american.edu/soc/communication/upload/blaise-jenkins.pdf (accessed September 3, 2020).
Klecker, C. (2013). Mind-tricking narratives: Between classical and art-cinema narration. Poetics Today, 34(1-2), 119-146.
Lombardi, F. (2013). Allan Dwan and the rise and decline of the Hollywood studios. Jefferson: McFarland.
Mazierska, E., Kristensen, L. (Eds.). (2015). Marxism and Film Activism: Screening Alternative Worlds. Oxford: Berghahn Books.
Nanda, M., Pattnaik, C., Lu, Q. S. (2018). Innovation in social media strategy for movie success. Management Decision, 56(1), 233-251.
Neira, E. (2015). La otra pantalla. Redes sociales, móviles y la nueva televisión. Barcelona, UOC.
Oh, C., Roumani, Y., Nwankpa, J. K., Hu, H. F. (2017). Beyond likes and tweets: Consumer engagement behavior and movie box office in social media. Information & Management, 54(1), 25-37.
Pardo, A. (2013). “Digital Hollywood: How Internet and Social media are changing the movie business”. In Handbook of Social Media Management (pp. 327-347). Springer, Berlin, Heidelberg.
Parmelee, J. H., Bichard, S. L. (2012). Politics and the Twitter revolution: How tweets influence the relationship between political leaders and the public. Lanham, MD: Lexington Books.
Perelló-Sobrepere, M. (2017). Building a New State from Outrage: The Case of Catalonia. In Handbook of Research on Citizen Engagement and Public Participation in the Era of New Media (pp. 344-359). IGI Global.
Perelló-Sobrepere, M. (2018). The Use of New Media and ICT by Social Movements in Contemporary Processes of Political Activism (Doctoral dissertation, Universitat Ramon Llull).
Perelló-Sobrepere, M. (2020). Brands with Purpose, the new driving force of Consumer Behavior. ON Research, Faculty Thoughts.
Preece, C, Kerrigan, F. O’reilly, D. (2018). License to Assemble: Theorizing Brand Longevity. Journal of Consumer Research, 46(2), 330-350.
Shirky, C. (2011). The political power of social media: Technology, the public sphere, and political change. Foreign affairs, 90(1), 28-41.
Solomon, A. (1988). Twentieth Century-Fox: A Corporate and Financial History (Vol. 20). Lanham: Scarecrow Press.
Sperling, C. W., Millner, C., Warner, J. (1998). Hollywood be thy name: The Warner Brothers story. Kentucky: University Press of Kentucky.
Terry, N., Butler, M., De’Armond, D. A. (2011). The determinants of domestic box office performance in the motion picture industry. Southwestern Economic Review, 32, 137-148.