Cinephile Bloggers Faced with Poaching Strategies

Based on a survey of 15 amateur cinema bloggers, this article analyses the bloggers’ relations with certain professionals (pure players, advertisers, and film distributors) who approach them to participate in film promotion campaigns. It highlights the various objectives and tactics developed by the bloggers (managing their own audience, emphasizing various competencies, etc.) to negotiate and even sell their services as critics. By identifying their degree of dependence on or independence from the professionals, it sheds light on the nature of their relations, which are essentially complementary.