La gestión de marca en empresas productoras de cine: El caso de Ciudad Lunar Producciones (Colombia)
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Reina Ortiz, Iván Esteban
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Desde el enfoque sociocultural de las marcas, el poder de las marcas artísticas y culturales trasciende la mediación entre la producción y el consumo de productos culturales para convertirse en textos multisensoriales que moldean desde rituales culturales hasta normas sociales. Este trabajo analiza el caso de éxito de la empresa colombiana productora de cine Ciudad Lunar Producciones LTDA., dentro de la cual se inscriben marcas artísticas y culturales de alta relevancia para el cine colombiano de ficción del siglo XXI, tales como Ciro Guerra (marca personal – director de cine), Cristina Gallego (marca personal – productora de cine), “El abrazo de la serpiente” y “Pájaros de verano” (marcas películas). A través de revisión sistemática de literatura, la metodología de estudio de caso y el análisis cualitativo de contenido, se plantea analizar e interpretar la gestión de marcas artísticas y culturales al interior de dicha empresa a partir de sus procesos internos, sus relaciones interorganizacionales y sus comunicaciones de marketing cinematográfico. Se establece el gran aporte del productor de cine a la gestión de la visión artística del director de cine, y la importancia crítica de la construcción y sostenimiento del prestigio artístico dentro de las industrias culturales.
Abstract: The socio-cultural approach to brands states that the power of arts and cultural brands goes beyond mediation between production and consumption of cultural products and become multi-sensory texts that shape from cultural rituals to societal norms. This research analyses the success case of the Colombian production studio Ciudad Lunar Producciones LTDA., within which we can relate arts and cultural brands of high relevance for narrative Colombian films of the 21st century: Ciro Guerra (personal brand – film director), Cristina Gallego (personal brand– film producer), “Embrace of the serpent” and “Birds of Passage” (film brands). Through sistematic literature research, case study research methodology and qualitative content analysis this research intends to analyse and make meaning out of the arts and cultural brand management of the aforementioned company starting with their inner processes, their interorganisational relationships and their film marketing communications. Conclusions are made on the big contribution of the film producer to the management of the film director’s artistic vision, and the critical importance of the building and sustaining of artistic prestige within the cultural industries.
Abstract: The socio-cultural approach to brands states that the power of arts and cultural brands goes beyond mediation between production and consumption of cultural products and become multi-sensory texts that shape from cultural rituals to societal norms. This research analyses the success case of the Colombian production studio Ciudad Lunar Producciones LTDA., within which we can relate arts and cultural brands of high relevance for narrative Colombian films of the 21st century: Ciro Guerra (personal brand – film director), Cristina Gallego (personal brand– film producer), “Embrace of the serpent” and “Birds of Passage” (film brands). Through sistematic literature research, case study research methodology and qualitative content analysis this research intends to analyse and make meaning out of the arts and cultural brand management of the aforementioned company starting with their inner processes, their interorganisational relationships and their film marketing communications. Conclusions are made on the big contribution of the film producer to the management of the film director’s artistic vision, and the critical importance of the building and sustaining of artistic prestige within the cultural industries.
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Palabras clave propuestas
Ciudad Lunar Producciones; Gestión de marcas; Marcas artísticas; Marketing cultural; Industria cinematográfica; Marketing cinematográfico; Cine Colombiano; Ciro Guerra; Brand; Brand Management; Arts brand management; Arts marketing; Film production; Film marketing; Colombian cinema; Film industry; Cristina Gallego