VISIBILITY AS A STRATEGY

AN ANALYSIS OF THE PROMOTIONAL CAMPAIGN FOR I'M STILL HERE AND ITS JOURNEY TO THE OSCARS

Abstract

The recognition of a film goes beyond its artistic quality, the strength of its narrative, or the emotion it provokes in the audience. For a cinematographic work to achieve prestige, it is necessary to attract the attention of its audience in order to gain visibility. In this context, the promotion of a film is intertwined with the fate of the work itself, and the structuring of publicity campaigns is a decisive factor in its impact at the national and international levels. Based on this perspective, this article aims to analyze how different communication tools—such as advertising, publicity, marketing, and public relations—influence the visibility of a film production. The methodological approach consists of a case study of the film Ainda Estou Aqui (I'm Still Here), which portrays oppression during the military dictatorship in Brazil and stood out at the world's most important film awards, with fierce competition from American films, three nominations, and an Oscar statuette.