Factores de éxito de las series y sagas
Keywords:
cinema series, film industry, merchandisingAbstract
Las series cinematográficas son más que una simple sucesión de películas. A la vez que son un fenómeno que caracteriza la industria cinematográfica hollywoodiense constituye un mecanismo de reducción de la aleatoriedad en el mercado (incertidumbre sobre el éxito). Las series comparten con las películas no seriadas varias pautas de comportamiento tendentes a asegurar el éxito ¿actores conocidos, directores, alto presupuesto, etc- y utilizan mecanismos específicos como el merchandising y la asociación de marcas. El merchandising debe ser visto como una actividad tendente a aumentar la rentabilidad de las series ¿mediante la venta de derechos sobre determinados símbolos- a la vez que como vehículo de publicidad. El merchandiding es también un elemento de fidelización de un determinado grupo de personas- los fieles-, por lo que se da un cierto efecto club.Downloads
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