Promotional websites in the film industry. The case of the Spanish cinema Las páginas webs promocionales en la industria cinematográfica. El caso del cine español Sergio Jesús Villén Higueras holds a PhD in Audiovisual Communication and Advertising from the University of Malaga, receiving the European mention. He is a member of various research groups in which he analyses the promotional strategies of the cultural industries on websites and social networks; the ecosystem of Chinese social media and, particularly, the impact of Wechat on young Chinese students; and the cultural and technological transformations that the contemporary Chinese film industry has experimented. University of Málaga, Spain
[email protected] ORCID: 0000-0002-6813-3614 Francisco Javier Ruiz del Olmo is a full professor at the University of Malaga. He develops his teaching and research work in the Faculty of Communication Sciences and the Faculty of Fine Arts. He has investigated the communicative models of audio-visual media and the representation of contemporary audio-visual forms, as well as the technical and social uses of them; a second research line is related to communication and new media. Both work lines have in common a significant interest in the qualitative methodologies. University of Málaga, Spain
[email protected] ORCID: 0000-0002-1953-1798 ISSN: 1696-019X / e-ISSN: 2386-3978 Received: 09/06/2018 - Accepted: 18/09/2018 Recibido: 09/06/2018 - Aceptado: 18/09/2018 Abstract: Resumen: The development of web languages and the new communicative El desarrollo de los lenguajes web y las nuevas necesidades comuni- needs of the film industry have fostered the evolution of official cativas de la industria cinematográfica han favorecido la evolución movie websites.