Projeto experimental de Reações Públicas para a empresa Primepass Cinema

Abstract

This paper studied the business and communication model of PrimePass, an app that offers subscription packages for discounted movie tickets. The company was founded in 2014 with the aim of deeply explorating the Brazilian movie market, as well as being convenient when it comes to buying tickets. Considering the briefing collected with the client and the research that was conducted by Capitu agency, it was observed that the fact of PrimePass did not work its communication properly and efficiently impacted directly in the company's results. Thus, the problem studied was the movie consumer and the way of buying tickets. From the information obtained, it was found that most people have some kind of subscription package, but do not know yet exactly what it means a movie ticket subscription package and in addition more than half of respondents would consider to use the service. Based on the results obtained, it was possible to set up an action plan based on undergraduate experience, applying concepts of public relations, communication and marketing aimed mainly at expanding existence and generating relationships with their stakeholders.