Plataformas de streaming y promoción del cine ecuatoriano. Estudio de las estrategias de comunicación digital. Caso Choloflix

Abstract

Abstract: During the COVID-19 confinement, audiovisual streaming platforms opened up to the globalization of their market worldwide. Given this situation, the first section of this research presents the results of the identification of the streaming platforms that operate in Ecuador for the promotion of Ecuadorian cinema. After this identification, the strategies they use for the promotion of the creative industry were learned through interviews with experts. Finally, with this knowledge about Ecuadorian platforms and how they contribute to the Ecuadorian market, it was decided to study the digital communication strategies of one of them, Choloflix. The methodology applied in this research is qualitative for the collection of information that led to obtain a mapping of streaming platforms. Interviews with experts were also applied in order to identify the advantages and disadvantages of the development and promotion of the audiovisual creative industries sector in Ecuador. Finally, information was gathered from the Choloflix platform to study the communication strategies used for its promotion.