Consumo de filmes em cinema no Brasil: configurações e preferências do espectador

• Ano de defesa: 2018
• Autor(a) principal: Carneiro, Jailson Santana
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal da Paraíba; Brasil; Administração; Programa de Pós-Graduação em Administração; UFPB
• Palavras-chave em Português: Consumo de filmes em cinema; Sistema de marketing de cinema; Método abdutivo; Data science; Film consumption in cinema; Cinema marketing system; Abductive method; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://repositorio.ufpb.br/jspui/handle/123456789/12943

This dissertation had as main subject the consumption of films in cinema in Brazil from the perspective of marketing. Therefore, some points were considered, for example, the current context of big data available by organizations for information extraction and decision making. In order to obtain the best explanations for the phenomenon, in the methodological procedures, the abductive method was used. The data, of secondary origin, were obtained from the Brazilian Observatory of Cinema and Audiovisual (OCA) which provided information such as income, number of tickets sold, name of the film, etc., which were later supplemented with user and critical assessment data from the AdoroCinema website. Descriptive analyzes and cross-checks were performed using Qlik Sense software, as well as the complementation of extractions of robust correlations in R. software. In the theoretical construction, a discussion was held on the consumption of cultural goods, as well as the elaboration of a Cinema Marketing System focused on the exhibition of films. In the results, at which point we performed the empirical and theoretical confrontation, it was verified that there is a dissociation between average of the critical and average of theuser evaluations, the income obtained by the film in the aggregated data has a positive correlation with the average of the user and negative with the average of the critics, occurring variations by gender. In addition, the data confirm that the Brazilian films present lower averages than the foreign films and that despite increasing the number of national productions, the revenue received by half of the Brazilian works is very low. This work contributed to the marketing field by seeking information that may be useful to agents of the film industry, as well as the theoretical aspect with the elaboration of a marketing system. The use of secondary data associated with the abductive method shows the viability of the method in the context of big data.