Komunikazio-kanpainen bilakaera euskal zineman (2005-2021): plangintza, joerak eta estrategiak

Abstract

The aim of this research is to analyse the evolution of communication campaigns designed in the Basque film industry. It was in 2005 that the continuous production of films shot in Basque stabilised and consolidated. The manuscript is based on the hypothesis that communication campaigns have become more professional and have adapted to the new business and communication context, but that, at the same time, this is still one of the Basque film industry's unresolved issues. The methodology is based on quantitative and qualitative analysis and is supported by interviews with the agents involved (directors, press and distribution managers) and surveys of Basque producers. The key communication campaigns have also been identified and analysed. The results show a clear evolution since the premiere of Aupa Etxebeste! (2005). The Basque productions have placed value on the role of communication in such a changing context and with so many challenges, even though the results corroborate that it is not a well-established practice.