The promotion of sequels, sagas, and feature-length children’s animation films: Instagram and actions in public spaces as a differential strategy

Abstract

Introduction: Promotional launch campaigns help capture the public’s attention and generate interest in feature films before their release. In this context, an analysis of the campaigns for the main film titles of the year 2023 in Spain is proposed. Methodology: A combined study is carried out using quantitative techniques (data related to digital presence) and qualitative techniques (content analysis of this presence on social media). Results: The results show the prominence of Instagram, followed by X, and room for improvement in the use of other social networks such as TikTok or the creation of dedicated websites offering exclusive content. Discussions: It is necessary for Spanish cinema to improve its planning and creative proposals in the launch of its cinematic products and to start incorporating TikTok into all campaigns for greater engagement and closeness with the young target audience. Conclusions: Classic actions of film marketing (trailer, posters) are maintained, although it is becoming customary to create versions to keep the campaigns dynamic for long durations. Moreover, the prominence of social media in the planning of launch campaigns is observed, especially with an own account on Instagram.