Alternate Reality Games and Marketplace: The Why So Serious Case?

Abstract

The film industry has undergone transformation processes, associated with the transformations in the modes of production and consumption of contemporary capitalism, with the formation of large global conglomerates. The proposed work intends to investigate the impact of these processes on the Brazilian cinematographic production of the new century, showing examples in which local action exists not as an affirmation of the local identity, but only as a strategy of consolidation of the global in the place. In order to do so, we will examine how, in the Brazilian case, since the mid-1990s, the growing presence of global conglomerates in the production and distribution of Brazilian cinematographic content is based both on the support of a state policy (Art. 3 of the Audiovisual Law ) and the alliance with the largest local media group (the creation of Globo Filmes).