"Nossa cidade, seu filme": Como as produções audiovisuais na cidade de São Paulo podem ser utilizadas como estratégias do city marketing?

Abstract

In a scenario of competition between cities to attract investments and visitors, public managers begin to develop mechanisms to position their territories in the windows of national and international markets and thus promote them to their various target audiences. From the perspective of territorial singularities, the audiovisual exists as a strong promotional tool for the image of territories, whether through films, series, soap operas, reality shows, among others. The compression of the importance of the audiovisual sector as an industry capable of generating jobs and enhancing the economy and cultural activities of cities is notorious. Understanding this importance, the city of São Paulo began to invest heavily in capturing audiovisual productions, especially after the creation of the São Paulo Film Commission. The promotion of the image of cities becomes even more powerful through synergies between institutional actors, mainly involving the Destination Management Organization (OGD), responsible for promoting destinations and interest in attracting tourists and developing film tourism. Therefore, through an investigative tripod involving film commission, OGD and municipal public authorities, this research aims to analyze how the productions have been used by public agents in the city of São Paulo as a city marketing strategy to promote and disseminate the image of the city of São Paulo. City. Thus, approaching an interpretivist paradigm, the research is characterized by being descriptive and developed from a bibliographic research, documentary and field through a qualitative approach through the analysis of Bardin (2016) of the categorical type. The research is divided into two stages: the first, part of the theoretical gap exposed by Hudson (2010) in the absence of studies involving the relationship between film commission and territorial marketing, opting for an integrative systematic review of the literature as the methodological path most suitable for delving deeper into the subject. The second stage involved documental research and empirical research, with field research in the city of São Paulo. The present study understands that there is in the territory the development of city marketing policy together with city promotion and city branding, but the power of diffusion of audiovisual productions is still not used in its entirety as a tool to promote the city