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La bande-annonce cinématographique : quel impact sur la décision d'aller voir le film ? Une étude exploratoire

Author

Listed:
  • Florence Euzéby

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

  • Carole Martinez

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

L'intensité concurrentielle croissante qui existe aujourd'hui dans le domaine cinématographique amène naturellement les professionnels à 'interroger sur l'efficacité des outils promotionnels utilisés lors de la sortie d'un film. Les quelques travaux académiques sur ce domaine soulignent l'importance de la bande-annonce pour le spectateur. Cependant le manque de recherches menées sur cet outil de communication a incité les auteurs à s'interroger sur son efficacité. Quelles mesures retenir ? Quel impact sur la décision d'aller voir le film ? Les principaux résultats d'une étude qualitative menée sont ici exposés.

Suggested Citation

  • Florence Euzéby & Carole Martinez, 2004. "La bande-annonce cinématographique : quel impact sur la décision d'aller voir le film ? Une étude exploratoire," Post-Print halshs-02919450, HAL.
    • Handle: RePEc:hal:journl:halshs-02919450
    DOI: 10.7193/DM.033.39.50
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