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Decisões Estratégicas Na Distribuição De Filmes De Longa-Metragem: Disrupções Recentes

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Decisões Estratégicas Na Distribuição De Filmes De Longa-Metragem: Disrupções Recentes DECISÕES ESTRATÉGICAS NA DISTRIBUIÇÃO DE FILMES DE LONGA-METRAGEM: DISRUPÇÕES RECENTES Jéssica Silva de Almeida Lucas Yuki Nakauchi Projeto de Graduação apresentado ao Curso de Engenharia de Produção da Escola Politécnica, Universidade Federal do Rio de Janeiro, como parte dos requisitos necessários à obtenção do título de Engenheiro. Orientador: Adriano Proença, D.Sc. Rio de Janeiro Agosto de 2014 DECISÕES ESTRATÉGICAS NA DISTRIBUIÇÃO DE FILMES DE LONGA- METRAGEM: DISRUPÇÕES RECENTES Jéssica Silva de Almeida Lucas Yuki Nakauchi PROJETO DE GRADUAÇÃO SUBMETIDO AO CORPO DOCENTE DO CURSO DE ENGENHARIA DE PRODUÇÃO DA ESCOLA POLITÉCNICA DA UNIVERSIDADE FEDERAL DO RIO DE JANEIRO COMO PARTE DOS REQUISITOS NECESSÁRIOS PARA A OBTENÇÃO DO GRAU DE ENGENHEIRO DE PRODUÇÃO. Examinado por: _________________________________________ Prof. Adriano Proença, D.Sc. _________________________________________ Prof. Vinícius Carvalho Cardoso, D.Sc. _________________________________________ Prof. Klitia Valeska Bicalho de Sá, D.Sc. RIO DE JANEIRO, RJ - BRASIL AGOSTO de 2014 ii De Almeida, Jéssica Silva Nakauchi, Lucas Yuki Decisões Estratégicas na Distribuição de Filmes de Longa- Metragem: Disrupções[Rio R deecentes Janeiro, /Jéssica 2012] Silva de Almeida e Lucas Yuki Nakauchi. – Rio de Janeiro: UFRJ/ ESCOLA POLITÉCNICA, 2014. XIII,(DEI 110- POLI/UFRJ,p.: il.; 29,7 cm. Engenharia de Produção, 2012) Orientador: Adriano Proença Projeto de Graduação – UFRJ/ Escola Politécnica/ Curso de p. XXX x 29,7 cm Engenharia de Produção, 2014. Referências Bibliográficas: p. 101-108 1. Distribuição de Filmes. 2. Setor Cinematográfico. 3. Decisões Estratégicas. 4. Disrupção Tecnológica. 5. Majors I. Proença, Adriano. II. Universidade Federal do Rio de Janeiro, Escola Politécnica, Curso de Engenharia de Produção. III. Decisões Estratégicas na Distribuição de Filmes de Longa-Metragem: Disrupções Recentes. iii Aos nossos pais, pelo carinho, compreensão e exemplo de vida. iv Agradecimentos Primeiramente, precisamos agradecer a todos aqueles que nos apoiaram durante toda nossa jornada de graduação, desde nossa entrada na faculdade até a elaboração desse projeto de graduação. Gostaríamos de agradecer ao professor do curso de Engenharia de Produção, Adriano Proença, antes de tudo por toda a inspiração e incentivo fornecidos ao longo desse projeto. Foi com seu apoio que foi possível que evoluíssemos com uma ideia inicial desenvolvendo-a até chegarmos neste projeto de graduação. A sua amizade, seus conselhos e suas críticas foram fundamentais. Queremos agradecer também à todos os professores do curso de Engenharia de Produção da UFRJ que ao longo desses cinco anos em meio a cobranças e críticas sempre nos apoiaram e guiaram. Fonte de inspiração e motivação, graças à eles poderemos no tornar profissionais competentes, responsáveis, éticos e comprometidos. Um agradecimento muito especial também a nossas famílias, que sempre nos apoiaram incondicionalmente em todos os momentos da nossa vida. Sem eles seria impossível realizar todos nossos sonhos. Agradecemos também aos nossos colegas de turma que sempre estiveram ao nosso lado, nos bons e maus momentos. Seu apoio foi fundamental para nosso crescimento pessoal e acadêmico. v “Toto, I’ve got a feeling we’re not in Kansas anymore” Dorothy (no filme “O Mágico de Oz”) vi Resumo do Projeto de Graduação apresentado à Escola Politécnica/ UFRJ como parte dos requisitos necessários para a obtenção do grau de Engenheiro de Produção. Decisões Estratégicas na Distribuição de Filmes de Longa-Metragem: Disrupções Recentes Jéssica Silva de Almeida Lucas Yuki Nakauchi Agosto/2014 Orientador: Adriano Proença Curso: Engenharia de Produção O presente trabalho trata da distribuição de filmes de longa-metragem do setor cinematográfico, na tentativa de analisar suas principais decisões estratégicas, bem como o impacto das disrupções recentes, tomando-se como objeto de estudo a distribuição dos filmes de longa-metragem. Para tanto, é realizado um estudo da cadeia do setor cinematográfico em que a distribuição está inserida, seguida da análise do ambiente estratégico, na visão das majors, que são os principais agentes do setor e culmina em um estudo das decisões estratégicas centrais de distribuição. Confrontando as decisões estratégicas de distribuição com as mudanças do ambiente estratégico, estuda-se também as principais implicações dessas decisões estratégicas, e como elas são impactadas por essas mudanças. Dentre essas mudanças do ambiente, a que possui maior impacto são as disrupções tecnológicas recentes, representadas pela digitalização e a pirataria online. Assim visa-se identificar também as principais implicações dessa ruptura e o atual dilema estratégico das decisões de distribuição das majors. Palavras-chave: Distribuição de Filmes, Setor Cinematográfico, Decisões Estratégicas, Disrupção Tecnológica, Majors vii Abstract of Undergraduate Project presumed to POLI/UFRJ as a partial fulfillment of the requirements for the degree of Engineer. Strategic Decisions in the Distribution of Feature Films: Recent Disruptions Jéssica Silva de Almeida Lucas Yuki Nakauchi August/2014 Advisor: Adriano Proença Course: Industrial Engineering This work is about the distribution of feature films in the cinematographic industry, in an attempt to analyze its main strategic decisions, as well as the impact of recent disruptions. Our object of study will be of the distribution of feature films. In order to achieve that goal we start by studying the value chain of the cinematographic industry in which the distribution activity takes place, following by the analysis of the strategic environment according to the point of view of the main players of the industry, the majors. We continue by determining and studying the main strategic decisions of the distribution activity. Afterwards we analyze the impact of the changes in the strategic environment on the main distribution strategic decisions. Among those environment changes, those with the biggest impacts are the technological disruptions, mainly the digitalization and the online piracy. Therefore, we aim to identify as well the biggest consequences of those disruptions and the current strategic dilemma surrounding the decision-making in the distribution activity. Keywords: Movie distribution, Film Industry, Strategic Decisions, Disruptive Technology, Majors viii Sumário 1. Introdução e Proposta desse Trabalho ...................................................................... 1 1.1. Apresentação ...................................................................................................... 1 1.2. Objeto de Estudo ................................................................................................ 1 1.3. Objetivos do Estudo ........................................................................................... 2 1.3.1. Objetivos Gerais ......................................................................................... 2 1.3.2. Objetivos Específicos ................................................................................. 2 1.4. Motivação .......................................................................................................... 2 1.5. Método de Trabalho ........................................................................................... 3 1.6. Estrutura do Texto ............................................................................................. 6 2. Referencial Teórico .................................................................................................. 7 3. A Indústria Audiovisual e o Setor Cinematográfico .............................................. 19 3.1. A Indústria Audiovisual ................................................................................... 19 3.2. O Setor Cinematográfico ................................................................................. 21 3.3. A Cadeia de Valor do Setor Cinematográfico ................................................. 24 3.3.1. Agentes ..................................................................................................... 25 3.3.2. Desenvolvimento ...................................................................................... 26 3.3.3. Financiamento .......................................................................................... 27 3.3.4. Produção ................................................................................................... 28 3.3.5. Distribuição .............................................................................................. 29 3.3.6. Exibição .................................................................................................... 30 3.4. Justificativa do Foco do Estudo na Distribuição ............................................. 36 4. A Distribuição ........................................................................................................ 37 4.1. As Majors ........................................................................................................ 38 4.2. Análise do Ambiente Competitivo .................................................................. 43 ix 4.2.1. Forças de Porter ........................................................................................ 43 4.2.2. Rede de Valor ........................................................................................... 46 4.3. O Contexto Estratégico .................................................................................... 49 4.3.1. Forças Estruturais ....................................................................................
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