Attracting audiovisual productions and developing film tourism: an analysis of the Rio Film Commission and the São Paulo Film Commission

Abstract

The attraction of audiovisual productions to a place is a way of promoting the destination for tourism and attracting visitors through the promotion of film tourism. Previous studies point to the need to create synergy relationships between OGD and public and private actors in the tourism and audiovisual sectors to generate opportunities in the short, medium and long term (Polianskaia, Rãdut, & Stanciulescu, 2016). The performance of an institutional actor in particular becomes fundamental to sum up the efforts of OGD in the development of cinematographic tourism: the cinematographic commission. This article focuses on the two main Brazilian cinematographic commissions, São Paulo Film Commission and Rio Film Commission, with the objective of analyzing their role in capturing audiovisual productions and in the development of film tourism in cooperation with the local OGD. Finally, it reflects on the organizational model of cinematographic commissions based on the theoretical contributions of Costa (2008). As methodological procedures, a bibliographical and documentary investigation was carried out, as well as online interviews with directors of the two film commissions. The collected data were given a qualitative approach through categorical content analysis. As a main hallmark, based on the analysis of the performance of the film commissions and the endogenous and exogenous relationships cultivated by them, it was concluded that the Film Commission of Rio presents an organizational model of the integrated type closed and SPFilm achieves the ideal model described in it literature - abierto integrated. The empirical investigation also revealed that the cinematographic commissions do not take advantage of the potential of the collaborative action with OGD, which corroborates Hudson (2011) when he states that the cinematographic commissions tend to ignore cinematographic tourism, acting solo from a more focused perspective of attracting audiovisual productions. , main mission of this type of entities. Finally, this investigation concluded that film tourism depends on a set of strategies and actions for this activity to be carried out on the ground in the short time, but also in the medium and long time; in addition to counting on the cooperation of other actors, being one of them the cinematographic commissions.