The course aims to provide an overview of the forms, techniques and planning of communication and promotional strategies that can be used for the promotion of films and audiovisual products in a wide sense.

The aim is to define the specificity of the promotional screen industries as a discipline and strategic practice serving the circulation and distribution of audiovisuals. From a theoretical point of view, the concepts of transmediality, narrative ecosystem and paratextuality will be used and their use in a promotional function will be proposed. The aim is to provide theoretical skills and methodological tools for the analysis and production of innovative promotional content.

The course will cover the following topics:

- Transmedia storytelling and narrative ecosystems

- Paratextuality and its centrality in the definition of promotional strategies

- Definition of promotional screen industries

- The phases of audiovisual promotion

- Social media marketing for audiovisuals

- Event marketing and non-conventional marketing for audiovisuals

Students must achieve:
1. Knowledge and ability to understand: the forms, languages and methods used to promote audiovisuals by acquiring skills on the main models and theories of reference in the field of promotional strategies.
Students achieve this basic knowledge through attending lectures, studying the texts discussed in the classroom and the examples given.
2. Ability to apply knowledge and understanding: through the analysis of paratextual forms and transmedia content and their possible use in a promotional key, depending on the audiovisual product to be promoted.
2.1. Skills acquired through classroom workshop exercises.
3. Judgement skills: critical reflection on the evolutionary dynamics of the media ecosystem and screen industries in the platform society.
3.1. This capacity for judgement must be applied in classroom discussions with the lecturer and colleagues, during the exercises and in preparing the final examination.

4. Communication skills: students are called upon to interact in the classroom through questions, exchanges with their colleagues, writing short presentations during the exercises.
4.1. Skills that are practised in the classroom by organising moments of discussion, practice and presentation.

5. Ability to learn: students are required to adopt a critical learning method capable of connecting theoretical skills and empirical analysis, moving towards the specification of autonomous thinking.
5.1. Skills to be enhanced through argumentation with the lecturer and fellow students.

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Teaching

Lectures, case studies, seminars held by professionals, group work.

Innovative teaching methods

The course includes teaching methods such as:

Brainstorming: students are actively involved in expressing their ideas, knowledge, thoughts and proposals, facilitating the learning process and improving collaboration.
Learning by doing: students are expected to acquire knowledge and skills through their use in classroom exercises.

Course books

Cunningham S., Craig D. (2021), Social media entertainment. Quando Hollywood incontra la Silicon Valley, minimum fax, Roma.

Grainge P. (2021), From Idents to Influencers: The promotional screen industries, in P. MacDonald (eds), The Routledge Companion to Media Industries, Routledge, London.

Hackley C., Rungpaka Hackley A. (2019), Advertising at the Threshold: Paratextual Promotion in the Era of Media Convergence, “Marketing Theory”, 19 (2).

Assessment

The assessment will take place through an oral test.

The individual oral interview will be based on the reference texts for the examination, and will be aimed at assessing both the student's learning of the contents and his or her ability to rework and argue.

The following will be assessed as excellent: the student's possession of good critical and in-depth skills; the ability to link together the main themes addressed in the course; the use of appropriate language with respect to the specific nature of the discipline.

The following will result in fair marks: the student's possession of a mnemonic knowledge of the contents; a relative critical capacity and the ability to connect the topics dealt with; the use of appropriate language.

Sufficient marks will be awarded for: the student's attainment of a minimal knowledge of the topics dealt with, even in the presence of some formative gaps; the use of language that is not fully appropriate.

The following will result in negative assessments: difficulty in the student's orientation with regard to the topics dealt with in the examination texts; formative gaps; the use of language that is not appropriate'.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

There is no difference between attending and non-attending students with regard to teaching methods, obligations, study texts and assessment methods.