{"id":11125,"date":"2026-06-12T09:28:35","date_gmt":"2026-06-12T09:28:35","guid":{"rendered":"https:\/\/www.themoule.com\/?p=11125"},"modified":"2026-06-12T14:58:09","modified_gmt":"2026-06-12T14:58:09","slug":"cine-turismo","status":"publish","type":"post","link":"https:\/\/www.themoule.com\/en\/cine-turismo\/","title":{"rendered":"\u00bfCine para campa\u00f1as  tur\u00edsticas?"},"content":{"rendered":"<h2 class=\"wp-block-heading\"><strong>Arte vs. Narrativa: \u00bfEstamos confundiendo el simple impacto con la verdadera conexi\u00f3n al crear <strong>cine para campa\u00f1as tur\u00edsticas<\/strong>?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">El pasado martes, una parte del equipo de <strong><a href=\"https:\/\/www.themoule.com\/en\/\">Mo\u00fcle<\/a><\/strong> tuvimos la oportunidad de asistir a la jornada del <strong><a href=\"https:\/\/www.clusteraudiovisual.cat\/es\/\">Cl\u00faster Audiovisual de Catalunya<\/a><\/strong>. Nos fuimos de la sesi\u00f3n con una profunda reflexi\u00f3n colectiva que nos ronda la cabeza y que creemos que es necesario poner sobre la mesa: \u00bfestamos confundiendo el simple impacto con la verdadera conexi\u00f3n dentro del sector tur\u00edstico?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La jornada comenz\u00f3 con una ponencia brillante de <strong>Eugeni Os\u00e1car Marzal<\/strong> sobre el impacto cultural y estrat\u00e9gico del cine en el turismo. Posteriormente, disfrutamos de una mesa redonda muy enriquecedora moderada por <a href=\"https:\/\/www.linkedin.com\/in\/maria-almenar-molina-22448218\/\"><strong>Maria Almenar Molina<\/strong>,<\/a> donde pudimos escuchar las visiones de grandes referentes del sector como <a href=\"https:\/\/www.vueling.com\/es?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=gads-23074394059&amp;&amp;&amp;&amp;&amp;gclsrc=aw.ds&amp;gad_source=1&amp;gad_campaignid=23074394059&amp;gbraid=0AAAAAD_MeAWo2OhcPRijJ0rzg1mIsnJvK&amp;gclid=Cj0KCQjw3K7RBhDJARIsAKRtP5RLpjZTnYZXt03ev0NWltjMsEF5HiPX7F9ThOXAp4KUneCXRuxpbaQaAgBbEALw_wcB\"><strong>Anna Viladot Medina<\/strong> (Vueling)<\/a>, <a href=\"https:\/\/www.portaventuraworld.com\/\"><strong>Salva Marsal Vendrell<\/strong> (Port Aventura World)<\/a>, <strong>S\u00f2nia Serracarbassa<\/strong> y <strong>Martin Sarrate Laplana<\/strong> debatiendo sobre los retos de la comunicaci\u00f3n actual.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>La palabra ausente: Esperanza<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Durante todo el acto, escuchamos de manera recurrente t\u00e9rminos altamente consolidados en el sector: <em>garant\u00eda, confianza, ilusi\u00f3n, experiencia<\/em> o <em>motivaci\u00f3n<\/em>. Son palabras corporativas habituales, pero en ning\u00fan momento sentimos la que, para nosotros desde el enfoque de Mo\u00fcle, es la m\u00e1s importante de todas: <strong><a href=\"https:\/\/www.themoule.com\/en\/\">la esperanza<\/a><\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El arte es una herramienta de comunicaci\u00f3n democr\u00e1tica y poderosa que puede ayudar a construir una narrativa objetiva, pero solo funciona cuando se dise\u00f1a desde una empat\u00eda humana y totalmente sincera. La diferencia entre los conceptos cl\u00e1sicos comerciales y la palabra \u00abesperanza\u00bb es clave. El marketing tradicional utiliza t\u00e9rminos transaccionales: te promete garant\u00edas que nadie puede asegurar y te pide una confianza que el espectador de hoy en d\u00eda recibe con cierto escepticismo. La esperanza, en cambio, no se puede imponer ni exigir; se despierta de manera org\u00e1nica desde dentro. En la era de la sobreinformaci\u00f3n y la cantidad en la que vivimos, ya no se trata de demostrar continuamente qui\u00e9n eres, sino de saber acompa\u00f1ar al espectador.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><em>\u00abEl marketing tradicional te pide &#8216;conf\u00eda en m\u00ed&#8217;. El arte, en cambio, acompa\u00f1a de manera subjetiva al espectador a crear su propio imaginario. No vende, no promete: genera una historia que lo conecta libremente.\u00bb<\/em><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>El experimento del cine: Cuando el contenido se convierte en &#8216;spam&#8217;<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Hace unos d\u00edas, un miembro de nuestro equipo fue al cine a ver la pel\u00edcula. Antes de comenzar la proyecci\u00f3n, en la pantalla grande se emitieron tres anuncios tur\u00edsticos institucionales de gran presupuesto; exactamente los mismos spots que pocas horas antes nos hab\u00edan parecido atractivos a trav\u00e9s de la televisi\u00f3n y las redes sociales. El resultado real dentro de la sala, sin embargo, fue un rechazo absoluto. El cerebro lo proces\u00f3 inmediatamente como <em>spam<\/em>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfPor qu\u00e9 pasa esto? Porque se entra en una sala de cine para descubrir una historia, para emocionarse y para crear una interpretaci\u00f3n propia, no para recibir impactos publicitarios descontextualizados que interrumpen por completo la experiencia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si en lugar de optar por el spot cl\u00e1sico y corporativo de toda la vida, estas instituciones hubieran proyectado el tr\u00e1iler d&#8217;un cortometraje narrativo y hubieran invitado al espectador a descubrir el final desde casa, la historia habr\u00eda sido otra. Habr\u00edan transformado un simple impacto en un inter\u00e9s real, captando la atenci\u00f3n genuina y la confianza de la audiencia de forma org\u00e1nica.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.themoule.com\/wp-content\/uploads\/2026\/06\/1781019205952-1024x576.jpeg\" alt=\"\" class=\"wp-image-11128\" srcset=\"https:\/\/www.themoule.com\/wp-content\/uploads\/2026\/06\/1781019205952-1024x576.jpeg 1024w, https:\/\/www.themoule.com\/wp-content\/uploads\/2026\/06\/1781019205952-300x169.jpeg 300w, https:\/\/www.themoule.com\/wp-content\/uploads\/2026\/06\/1781019205952-768x432.jpeg 768w, https:\/\/www.themoule.com\/wp-content\/uploads\/2026\/06\/1781019205952-1536x864.jpeg 1536w, https:\/\/www.themoule.com\/wp-content\/uploads\/2026\/06\/1781019205952-18x10.jpeg 18w, https:\/\/www.themoule.com\/wp-content\/uploads\/2026\/06\/1781019205952.jpeg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Dejar de interrumpir, comenzar a inspirar<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfPor qu\u00e9 cuesta tanto cambiar esta mentalidad en los presupuestos p\u00fablicos y privados? Principalmente, porque estamos ante una industria que a menudo confunde \u00abtener un relato de marca\u00bb con simplemente \u00abgenerar contenido en masa\u00bb.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En plena era de saturaci\u00f3n digital, desde Mo\u00fcle creemos firmemente que las marcas y las instituciones deben comenzar a confiar mucho m\u00e1s en la inteligencia del consumidor. Debemos dejar de interrumpir y comenzar a inspirar. Si tenemos la suerte de tener al espectador libremente sentado frente a una pantalla, d\u00e9mosle la oportunidad de construir su propia historia, no la exigencia de confiar ciegamente en una marca.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Arte vs. Narrativa: \u00bfEstamos confundiendo el simple impacto con la verdadera conexi\u00f3n al crear cine para campa\u00f1as tur\u00edsticas? El pasado martes, una parte del equipo de Mo\u00fcle tuvimos la oportunidad de asistir a la jornada del Cl\u00faster Audiovisual de Catalunya. Nos fuimos de la sesi\u00f3n con una profunda reflexi\u00f3n colectiva que nos ronda la cabeza [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":11126,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"page_builder":"","footnotes":""},"categories":[141],"tags":[111,31,113,28,44,24,231,25,35,27],"class_list":["post-11125","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-audiovisual","tag-cine","tag-delta-del-ebro","tag-fotografia","tag-marketing","tag-moule","tag-moulefilms","tag-productora","tag-publicidad-emocional","tag-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfCine para campa\u00f1as tur\u00edsticas? 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