Marketing Communication Theory Of A Movie Trailer

As the development and prosperous of movie industry prevue has increasingly attracted the public’s attention. Though with shock audio-visual and special effect, in essence, prevue is the advertisement of the film. So when we have an investigation about transmission and marketing, we must take its character into consideration, to analyze its influence on the audience and contribution to the marketing effect. This thesis starts with the process of prevue’s transmission and marketing, draws lessons from "5w" theory in transmission and related theory of audience’s behavior and movie effect, to deeply discuss the marketing effect and prevue.This thesis has been divided into seven parts. The introduction has a brief summary about international and domestic research situation and related result about advertisement’s transmission and marketing effect, and discovers the subject of this thesis—transmission and marketing effect about prevue, which can be learned in the academic aspects. Part one begins with theory of prevue, summarize prevue’s language system and essence, have a comparison about the classification of various prevue according to propagator’s view, comprehends propagator’s marketing and transmission and strategy based on prevue’s information characteristics. Part three studies movie prevue’s transmitting channels, this is media, we can call it information or marketing.Part four and five is the key points of this thesis, they respectively demonstrate audiences’acceptance degree about movie prevue—subjective acceptance desire and objectively acceptance desire, and analyze audience’acceptance degree about movie prevue. Part five mainly discusses movie prevue’s marketing and transmission effect through questionnaire survey, personal interview and following the note in beta.douban.com. In the conclusion, the author investigates current media environment and raises the direction of movie prevue’s transmission and marketing development.According to the above analysis and demonstration, this thesis thinks that movie prevue’s marketing effect is very feeble, because of the improvement of audience’s quality, the leader’s public opinion and flexible website environment, movie prevue’s persuasiveness is limited and hard. As the important part of the mass entertainment life, move and prevue should well service the public and have a consistency between prevue and the movie’s quality, to perfectly realize the movie prevue’s transmission and marketing effect through the increase of transmitting channels and conformity of transmission and marketing.