Uma sala de cinema para a Geração Z : um projeto baseado no design de experiência

• Ano de defesa: 2024
• Autor(a) principal: Lemos, Felipe Macedo
• Orientador(a): Migliari, Mirella de Menezes
• Banca de defesa: Beltrão, André Luis Ferreira , Heinrich, Fabiana Oliveira
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Economia Criativa, Estratégia e Inovação
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: Geração Z; Economia da Experiência; Design de Experiência; Sala de Cinema; Imersão.
• Palavras-chave em Inglês: Generation Z; Experience Economy; Experience Design; Movie theater; Immersion.
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ECONOMIA
• Link de acesso: http://tede2.espm.br/handle/tede/748

The general objective of this work was to develop a new disruptive movie theater format, aimed at Generation Z, with a focus on creating an immersive cinematic experience. The study addressed the historical and technological evolution of cinema; delved deeper into the study of reference brands focused on the concept of experience; and sought to identify young adults' habits and preferences about cinema consumption in Brazil. The research methodology included qualitative and quantitative methods, such as literature review, questionnaire, and direct observation. The data collected revealed that young people from Generation Z have a strong preference for immersive and technologically advanced experiences. A comparative analysis of different cinema formats helped outline the new project, ensuring that the experience was designed in a user-centric way. The project was developed with tools specific to Experience Design, such as creating personas, empathy maps and user journeys, and focused on new technologies that could be implemented to meet the expectations of its specific audience. The conclusion of this dissertation demonstrates that the established objectives were achieved, proposing a new model for the future of cinemas, which seeks to guarantee their relevance and sustainability in a constantly evolving market.