La fusión de realidad y ficción en las acciones promocionales no convencionales de Pixar

  1. Selva-Ruiz, David 1
  1. 1 Universidad de Cádiz
    info

    Universidad de Cádiz

    Cádiz, España

    ROR https://ror.org/04mxxkb11

Journal:
Con A de animación

ISSN: 2173-3511

Year of publication: 2021

Issue Title: Animando realidades

Issue: 12

Type: Article

DOI: 10.4995/CAA.2021.15084 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Con A de animación

Abstract

Although the promotion of Pixar films uses conventional tools —poster, trailer, etc.—, they are also developed innovative actions that seek to generate awareness and cooperate in brand building. These actions seem to accentuate one of the goals of Pixar cinema: that fictional characters, worlds, and narratives are perceived as real. This work aims to analyze the interplay between reality and fiction in the use of unconventional communication tools for the promotion of Pixar films. It is concluded that its promotion encompasses unconventional content and actions of great originality that contribute to the  narrative universe of films and, therefore, of the Pixar brand itself; and that these contents and actions, in their diversity, have the common link of trying to bring the fiction of the screens to a real or even physical sphere.

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