Transfer and applied innovation in the Spanish audiovisual industry: Proposal of a new business model for cinemas in Madrid

Abstract

The purpose of this doctoral thesis is to analyze the evolution of the business model and the communication of cinematographic exhibition halls in Madrid throughout recent history; in such a way that it is possible to have the most complete and visible vision of how cinemas that have survived the passage of time; have had to migrate towards other forms more adapted to the current reality. The basic justification is because movie theaters are still key actors in cultural diffusion; and a communication support that; despite the obvious changes in format; continue to have a crucial importance. This research work is based on a large part of the studies and theoretical and empirical foundations carried out; but it intends to focus especially on the evolution of business models; exploitation and communication of cinema theatres in a very specific framework; Madrid; and with the aim of delving into the most relevant characteristics that have inclined cinemas to consider evolving to formats which combine the essence of their proposal; cultural products; with the exploitation of their spaces as places of broader confluence through the expansion of its offer towards new forms of leisure; as well as the possibility of carrying out activities related to events of various kinds. With this approach, it is intended to gather fundamental aspects to understand the scope of the professional proposal of the cinema exhibition halls; its operational transformation; its evolution in their communication strategies and its full adaptation to the habits and expectations of the modern spectator and consumer.