Estrategias de promoción de la serie española La Peste (2018): Cine, gastronomía y social media
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2021
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Universidad del Zulia
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Barrientos-Báez, A., Caldevilla-Domínguez, D., & Blanco-Pérez, M. (2021). Estrategias de promoción de la serie española La Peste (2018): Cine, gastronomía y social media. Revista de Ciencias Sociales (Ve), 27(3), 107-119. https://doi.org/10.31876/rcs.v27i3.36759
Abstract
La revolución que ha supuesto el nuevo paradigma digital aplicado al audiovisual y la cinematografía no tiene parangón en la historia del medio. Este trabajo se centra en la campaña promocional de la serie de Movistar+ La Peste (2018). Ambientada en la insalubre Sevilla del siglo XVI, es la serie más cara de la historia de España, y la de mayor impacto de crítica y público. Para el desarrollo de este estudio, se ha seguido una metodología basada en entrevistas personales con los principales responsables de la serie (director, guionista, influencers y un Chef). Como resultados se tiene que las nuevas narrativas transmedia representan un fenómeno comunicativo y de construcción identitario de formato audiovisual. Ello ha generado unas conclusiones de calado: Se trata de realizar una campaña cinematográfica híbrida basada en un transmedia pensado para unificar las herramientas digitales (ideadas para Smartphone) y un recorrido físico mapeando la ciudad de Sevilla, vinculándolo a sectores estratégicos como el turismo y la gastronomía. Gracias a ello esta serie ha conseguido llegar a un público muy diverso, con la común propuesta de invitarlos a sumergirse en un pasado (real, pero ficcionado), tan familiar como lejano en el tiempo.
The revolution brought about by the new digital paradigm applied to audiovisual and cinematography is unparalleled in the history of the medium. This work focuses on the promotional campaign for the Movistar + La Peste series (2018). Set in the unhealthy Seville of the 16th century, it is the most expensive series in the history of Spain, and the one with the greatest impact from critics and the public. For the development of this study, a methodology based on personal interviews with the main managers of the series (director, scriptwriter, influencers and a Chef) has been followed. As a result, the new transmedia narratives represent a phenomenon of communication and identity construction of an audiovisual format. This has generated some far-reaching conclusions: It is about carrying out a hybrid cinematographic campaign based on a transmedia designed to unify digital tools (designed for Smartphone) and a physical route mapping the city of Seville, linking it to strategic sectors such as tourism and the gastronomy. Thanks to this, this series has managed to reach a very diverse audience, with the common proposal of inviting them to immerse themselves in a past (real, but fictionalized), as familiar as it is distant in time.
The revolution brought about by the new digital paradigm applied to audiovisual and cinematography is unparalleled in the history of the medium. This work focuses on the promotional campaign for the Movistar + La Peste series (2018). Set in the unhealthy Seville of the 16th century, it is the most expensive series in the history of Spain, and the one with the greatest impact from critics and the public. For the development of this study, a methodology based on personal interviews with the main managers of the series (director, scriptwriter, influencers and a Chef) has been followed. As a result, the new transmedia narratives represent a phenomenon of communication and identity construction of an audiovisual format. This has generated some far-reaching conclusions: It is about carrying out a hybrid cinematographic campaign based on a transmedia designed to unify digital tools (designed for Smartphone) and a physical route mapping the city of Seville, linking it to strategic sectors such as tourism and the gastronomy. Thanks to this, this series has managed to reach a very diverse audience, with the common proposal of inviting them to immerse themselves in a past (real, but fictionalized), as familiar as it is distant in time.