ESTRATÉGIAS DE MARKETING UTILIZADAS PARA LANÇAMENTO DO FILME BARBIE JEAN

Abstract

With the diversity of cinematographic content currently available, it is essential that publicity strategies for a work are very well designed to make people interested in the product. The 4P's of Marketing: product, price, promotion and place is one of the main tools used to be more assertive in such strategies. In this context, the present research aims to analyze the main promotional marketing strategies used to realese the film Barbie, one of the biggest cinematic successes in 2023. It is, therefore, a documentary research with a qualitative approach. The theoretical plan of the work brought aspects related to the 4P's of Marketing, Guerrilla Marketing and Spontaneous Marketing, with the most relevant concepts being treated during the analysis. The results obtained indicate that the marketing strategies used to promote the film were diverse, including the more traditional ones such as posters, teasers and trailers, but seeking to bring a more digital and interactive approach to the consumer. Furthermore, strategies such as guerrilla marketing and public interaction through the use of artificial intelligence were applied, generating spontaneous marketing. Finally, it was highlighted how the promotional strategies used can be applied in other business contexts.