Strengthening the exit profile of Cinema students: Advertising film content in the Cinema degree at the University of the Arts Contenidos de cine publicitario en la carrera de Cine de la Universidad de las Artes.

Abstract

This article explores the relevance of implementing advertising and promotional filmmaking content in the Cinema program at the University of the Arts to strengthen the graduate profile of its students. Through a holistic-qualitative methodology (which included a literature review, in-depth interviews with professionals, as well as surveys of students and graduates) the master's thesis "Telling stories in film and advertising: the relevance of implementing the subject of Advertising and Promotional Filmmaking within the curriculum of the Cinema program at the University of the Arts" established theoretical links between film, advertising, and video marketing, considering storytelling as a key element. The results of this research revealed the need, given the current development of the film industry in Ecuador, to expand the competencies of graduates to improve their employability. To this end, the inclusion of a carefully planned and balanced advertising and promotional filmmaking course was proposed, in line with the authorial focus of the program, to provide students with tools and perspectives that allow them to function more versatilely in the changing contemporary audiovisual landscape.