2023-12-262023-12-262023-12-262023-12-11SILVA, Igor Cordovil da. Marketing viral no mercado cinematográfico do terror: um estudo de caso do filme M3GAN. 2023. 62 p. Monografia (Tecnologia em Produção Publicitária) – Instituto Federal de Educação, Ciência e Tecnologia do Amazonas, Campus Manaus Centro, Manaus, 2023.http://repositorio.ifam.edu.br/jspui/handle/4321/1395This work seeks to understand the viral marketing strategy used in the promotion of the film M3GAN (2023), associating the contribution of external factors that shaped the film industry, especially horror, suspense and horror films, in their forms of dissemination, ranging from word of mouth marketing to viral marketing. Through bibliographical research, a case study of an exploratory nature was carried out, which made it possible to find concepts and associate them with films of the aforementioned genres. It was possible to approach in a qualitative way the concepts of viral marketing, the way in which cinema was evolving, and consequently, its means of reaching the public through viral actions. Therefore, it was found that understanding the external factors and associating them with M3GAN's viral campaign resulted in the film's positive performance on the market, transforming it into one of the most profitable low-budget horror films in recent years, reaching a young audience. , directly or indirectly, highly connected and diverse.Acesso AbertoPropaganda e publicidadeMarketing virtualMercado cinematográficoCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO::RELACOES PUBLICAS E PROPAGANDATrabalho de Conclusão de Curso