| After the reorganization of the cinema line,the cinema line brand continued to sink into fourth-tier cities and towns.Gongyi City,Henan,a small town in the Central Plains,has also caught up with the sinking of the cinema line,ushered in the joining of multiple brand cinema lines,and has gone through a decade of prosperity and unrest.The thesis is based on the sinking of the cinema line and the cinema theater in Gongyi City as a case.Through interviews,data and comparisons,it reveals the experience and lessons of the cinema cinema in Gongyi City in brand marketing,market cultivation,and film culture communication.Provide reference and reference for the future of domestic cinema theater.Similar to other small and medium-sized cities in China,theaters in Gongyi City have generally experienced three stages of development: public theaters and state-owned(public)theaters.Public theaters are the only ones to dominate;then,movie screening activities are almost stopped;theaters are sinking and markets After the recovery,the theater was relocated.On the surface,the past and present of Gongyi Cinema has undergone changes in the form,system,and capital of the theater,which is essentially a change in the concept of film culture.After the cinema line sank,Gongyi Cinemas reshuffled,and 7 cinemas from 3 cinema brands started to compete.In terms of spatial layout,the theater line camp is obvious,with multiple layouts from the center to the edge,and different brands together support the small city market.In terms of brand marketing,they have to fight each other and learn from each other.Preferential wars,word-of-mouth,derivative products,and additional services have jointly contributed to the prosperity of the Gongyi film market;the cultivation of the film market caters to the aesthetic habits of small town residents,and the film layout is emphasized Domestic,casual and comedy genres,while closely following the trend of "traffic stars",creating a new fashion in movies.Oscar and China Film are two leading cinema brands.They are the leaders of Gongyi Cinema,and a comparative analysis of the two can give a glimpse of Leopard."Small Town Youth" is the main audience of Gongyi Cinema.The interview survey shows that the timely grasp of information and trends is the main motive for watching movies.For the choice of cinema,"habit" and "convenience" are the more common answers.In terms of consumer experience,the theater is not limited to "watching movies",but means a new way of life,and the monotonous space has limited appeal to the audience.At the same time,with the cultivation of the movie market for many years,the audiences in small cities have begun to have a hidden expectation of "diversity" and "richness" in theaters.There is also a crisis hidden behind the sinking and prosperity of the cinema line.The lack of capital power,technical concepts and other core elements have failed to sink,the lack of refined operations,the narrowing of consumption scenarios,the lack of cultural attributes,the sudden epidemic in 2020,and theaters around the country have been hit hard.The market bubble of Xiaocheng Theater was directly squeezed.How to restart in the future still needs to break through.The case study of Gongyi City has provided many enlightenments for the development of domestic cinemas.The sinking of cinemas has brought a new life to small-town cinemas.Diversified development is an inevitable trend;the sinking of cinemas is not a one-off,capital,technology and concept need to be implemented And update;the market can guide,but ultimately depends on the audience's experience and expectations,the two are mutually isomorphic.The sinking of cinemas has successfully nurtured the film market,but the audience has also grown with the market.In the Internet era,there is no obvious difference between the movie aesthetics and needs of "small town youths" and the developed coastal regions.In the end,we still have to return to the film production itself,which is the direction of the breakthrough of county seat's film industry. |
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