ONLINE COMMUNICATION OF SPANISH FILM PRODUCTION COMPANIES Product promotion.

From a strategic point of view, the audiovisual sector is a key factor in the economic and cultural development of a country and a decisive factor in the promotion of the country's brand abroad (cf. Tribaldos Macía, 2013). To this end, in 2021 the Spanish government presented the Spanish Audiovisual Hub and in 2023 a series of measures were launched to promote the internationalisation of the sector. It is in this context that this research is presented, focusing on the analysis of the digital presence of the main Spanish film production companies, with the aim of observing their communication strategies to promote their products and, therefore, the Spanish audiovisual sector. [ABSTRACT FROM AUTHOR]