Komunikazio kanpainen bilakaera euskarazko zineman: Aupa Etxebeste! (2005) eta Loreak (2014

Resumen

In recent years the flourishing of Basque cinema has been considerable. Since 2005, every year two feature films shot in the Basque language have been premiered. But the communication campaigns related to those films have not been a research subject so far. For that reason, the aim of this research is to analyse the communication strategies of Basque films shot in the Basque language, especiallywith regard to the two films that we consider boundaries itself: Aupa Etxebeste! (2005) and Loreak (2014). After sixteen years without a Basque film shot in theBasque language � Ke arteko egunak (1989) by Anton Eceiza being the last one � Aupa Etxebeste! marked a turning point. Also, Loreak was the Spanish candidate for the Oscar and the first entry for a Basque film shot in the Basque language. So whatkind of evolution is remarkable about those two films? According to our hypothesis, the Basque film producers are changing the point of view they face the suitability for communication campaign. We believe that they wittingly highlight the communication aspect in the production of the recent Basque films. In 2005 professional communication campaigns were not a priority for the producers, but in recent years this kind of subject appears to be very important from the very beginning of the creation process of the film. We think that it is related tothe strategy previously and wittingly designed by the Basque film companies. When Aupa Etxebeste! was shot in 2005 in the Basque country, no PR and communication agency specialised in films existed and film producers were notcertain about what strategies had to be considered. Adapting to a new communication content is not easy but Basque film companies are revaluing the communication campaigns. They have realised the importance of communication from the very beginning of the creation process. Loreak is an example of that change of mind. The film was in the official selection at the San Sebastian International Film Festival and the producers recruited an PR and communication agency located in Barcelona. Basque cinema is well-considered in the international film festival content and it is common for Basque films to compete abroad. In the same way, the communication campaigns are becoming even more professional. In order to confirm or reject our main hypothesis we have interviewed several professionals in Basque cinema such as PR specialists, producers, filmmakers and we will analyse the trend in their communication strategies.