Research On Micro-marketing Of Low Cost Movie

There used to be two major problems associated with the marketing of low-budget movies:the financial bottlenecks and the channel bottleneck. Unlike big-budget movies, the low-budget ones usually lack of heavy investment, which makes them unable to launch a large advertising campaign or to pursue a variety of marketing channels.The rapidly advancing Internet and new media have become an important platform for movie advertising, e.g. Weibo and WeChat. This new method of advertising, known as "micro-marketing", is characterized by low costs, rapid spreading rate, high effectiveness and high-level of interactions, and is gradually favored among low-budget film crew.Currently, there exist two major models for "micro-advertising":(1) virus advertising, which is fuelled by public praise and highly interactive topics; (2) interactive advertising, which is realized by emotional and low-cost interactions with audience.Empirical studies reveal a variety of factors that positively affect the micro-advertising of low-budget movies, including the interactive feature, high effectiveness, high-level participation of micro-platforms, audience’s propensity to trust others and herd mentality. Among them, the interactive feature of micro-platforms plays a prominent role in promoting micro-marketing.Despite effectiveness of micro-marketing, the extensive use may result in the loss of the target audience. In order to make the best use of micro-advertising without causing much side-effects, we propose three principle strategies for low-budget film crew:(1) applying different advertising method based on the spreading characteristics of information; (2) exploiting the potential of advertising in order to launch a three-dimensional marketing; (3) making the best use of the Internet resources to establish a film brand.