City marketing to attract audiovisual productions: A study by the Film Commissions of São Paulo and Rio de Janeiro

Authors

DOI:

https://doi.org/10.24137/raeic.9.17.12

Keywords:

Film commission, city marketing, audiovisual production, Rio Film Commission, São Paulo Film Commission

Abstract

Given the audiovisual capacity to move the economy, generating jobs and income, the importance of creating film commissions emerges, non-profit organizations created to act in the attraction and logistical support of productions. Thus, this article aimed to analyze the marketing strategies used by film commissions in promoting the jurisdiction as an audiovisual destination and the respective promotional tools used in attracting audiovisual productions. Therefore, it was agreed to use the case study of the two main Brazilian film commissions, Rio Film Commission and São Paulo Film Commission. Bibliographic research, documentary research and interviews with managers of the entities were carried out. As categories of analysis, the marketing strategies listed by Hudson e Tung (2010) were adopted and, as a method of analysis, content analysis of the categorical type. The results show that the territorial marketing of CFs focuses on the application of marketing mix tools and that the main approach adopted is product differentiation. Both FC seek to differentiate their locations through intrinsic natural and cultural attributes: SPFilm positions the city as a destination that can be “all cities in the world” and Rio Film Commission sells itself as a synthesis city of Brazilian culture.

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Author Biographies

  • Rute Paes, Universidade Federal de Pernambuco (UFPE)
    Postgraduate MBA in Tourism Business Management at FADERGS (2021). Bachelor in Tourism from the
    Federal University of Pernambuco (2019), where he was a CNPq scholarship holder in the Tourism
    and Cinema project: A study on the role of film commissions in the development of film tourism.
    Worked at the Academic Directory of Tourism (DATUR - UFPE) and at Plantur Jr. Interested in the
    following areas: film tourism, marketing, planning and tourism development.
  • Nathália Körössy, Universidade Federal de Pernambuco (UFPE)
    Adjunct Professor III at the Department of Hospitality and Tourism (DHT) at the Federal
    University of Pernambuco (UFPE). PhD in Urban Development at the Federal University of
    Pernambuco (UFPE), Master in Geography (concentration area in Urbanization and Spatial Planning)
    at the University of Lisbon, Master in Development and Environment (concentration area in
    Environmental Management and Policies) at UFPE , Specialist in Environment and Sustainable
    Development from the University of Pernambuco and Bachelor of Tourism from UFPE. In addition to
    teaching the undergraduate course in Tourism and the Postgraduate Program in Hospitality and
    Tourism (PPHTur), she works as a researcher in the research group LETs - Laboratory of Tourism
    Studies. Developing works in the following lines of research: planning and management of
    tourist destinations, tourism in urban spaces, environmental management and tourism
    sustainability indicators, film tourism.
  • Priscila de Melo, Universidade Federal do Rio Grande (FURG)
    Substitute Professor at the Federal University of Rio Grande - FURG, Doctoral Student in
    Tourism and Hospitality at UNIVALI/SC, Master in Hospitality and Tourism by the Postgraduate
    Program in Hospitality and Tourism (PPHTUR) - UFPE, Student in Tourism at the Federal University
    of Paraíba , (2020), Bachelor's Degree in Hospitality from the Federal University of Paraíba -
    UFPB, (2020), Technician in Gastronomy from the Unida University of Paraíba - UNIPB, (2009),
    Bachelor's degree in Accounting from the Federal University of Paraíba - UFPB, (2008) . She was
    a Technical Educational Instructor in Confectionery and Bakery at the National Service for
    Industrial Learning - SENAI (2013/2015). Researcher at the Group of Culture and Studies in
    Tourism - GCET, at the Federal University of Paraíba - UFPB. Researcher at the Tourism Studies
    Laboratory - LETS, at the Federal University of Pernambuco. It operates mainly in the
    following areas: Film Tourism, Hospitality, Tourism and Accessibility for the elderly, Hotel
    Management, Education and Events.

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Portada: Marketing territorial

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Published

2022-03-09

Issue

Vol. 9 No. 17 (2022): Original and copy, from remake to meme: adaptations, replicas and recreations in communication

Section

Miscellaneous

How to Cite

City marketing to attract audiovisual productions: A study by the Film Commissions of São Paulo and Rio de Janeiro. (2022). Revista De La Asociación Española De Investigación De La Comunicación, 9(17), 274-310. https://doi.org/10.24137/raeic.9.17.12