Estudio del caso "Fandango" como intermediario digital de la industria audiovisual argentina: ¿innovación o thriller?

This study, through different aspects of intellectual property and antitrust matters, helps us to understand the dynamics, challenges and differences in the innovation management and intangible assets management, that explain the great gap between the different actors in the film industry in Argentina. It analyzes the digital intermediation offered by Fandango selling movie tickets in Argentina at the end of 2019. It serves to understand the limits of competition, when there is commercial good faith and when a strategy, still successful in marketing, becomes unfair to the competing company incurring in a trademark violation and unfair competition, among others.Although it was carried out in the pre-pandemic, the mandatory isolation accelerated the digital transformation and confirmed the validity of the work that already pointed out the risks and opportunities for the audiovisual industry in full disruption with the emergence of streaming channels and the release of films in simultaneous with movie theaters. At the end of each chapter, it has an agenda of topics to work to improve the management of intangible assets, learn from the experience of the leaders in audiovisual innovation, urging audiovisual actors to understand the benefits and learn about the technological advances available.It proposes alternatives to satisfy the high expectations of demanding consumers and especially ways to find a collaborative recovery, growth, and expansion of the Argentine audiovisual industry, with so much talent and potential ahead. Este estudo, através de diferentes aspectos da propriedade intelectual e da defesa da concorrência, ajuda a compreender as dinâmicas, desafios, diferenças na gestão da inovação e intangíveis que explicam a grande lacuna entre os diferentes atores da indústria cinematográfica na Argentina. Analisa a intermediação digital oferecida pela Fandango na venda de ingressos de cinema na Argentina no final de 2019. Serve para entender os limites da concorrência, quando há boa-fé comercial e quando uma estratégia, ainda bem sucedida no mundo do marketing, torna-se desleal com a empresa concorrente incorrendo em violação de marca e concorrência desleal, entre outros.Embora tenha sido realizado na pré-pandemia, o isolamento obrigatório acelerou a transformação digital e confirmou a validade do trabalho que já apontava os riscos e oportunidades para a indústria audiovisual em plena disrupção com o surgimento dos canais de streaming e o lançamento de film