| The Chinese film market began to grow in the first 10 years of the 21 st century,with a strong push of production and screen construction,the market growing at an average annual rate of 30% and becoming the world’s largest film market in 2018 years.The development speed of China’s film industry has attracted the attention of the world.As an important link in the industrial chain,film exhibition and distribution has been paid more and more attention by major film companies when the industry grows at the same time,and its capital investment proportion has been increasing.However,behind the rapid development,many issues such like disorderly industries,extensive patterns,lack of professional personnel have been exposed which affect the benign development of the Chinese film market.Based on the current situation of film,this paper analyzes the shortcomings of current Chinese film and provides a useful strategy for maneuverability on the basis of combing the historical changes of film exhibition and distribution.In addition to the introduction and conclusion,this paper is divided into four chapters.The introduction part briefly describes the research background,present situation,ideas,methods and significance of this topic,and generally clarifies the object and direction of this paper.The first chapter is an overview of the film publicity and distribution of the Chinese film market,expounds the changes brought about by the economic,political,technological innovation and global integration factors to the film market,as well as the concept of film publicity and distribution from a narrow and broad sense,and the horizontal comparison of foreign industry ecology,for this article to study the film exhibition and distribution set the tone.The second chapter is the historical retrospective of the Chinese film market,starting from the early simple posters and publications,expounds two links of publicity and distribution,from each other to the process of mutual integration and change,and gives a detailed longitudinal combing of the history of China from the founding to the present,outlining the framework of the Chinese film market since the new century.The third chapter through the domestic film publicity online and offline characteristics of the induction,analysis of the emergence of the industry,audience and media in the predicament,targeted from the distribution company,commercial capital and yard row three angles to detail the causes of the predicament,first of all,the market lack of professional distribution team,mainly reflected in the lack ofresources and core content.Second,excessive capital intervention to disrupt the market order,blindly low-priced ticket to make the market appear to prosper,in fact,the industry has done harm.The fourth chapter,on the basis of the problems summed up in the previous chapter,combined with the analysis of examples,starts with the innovation of three aspects of publicity activities,content and channels,first through the quality improvement of posters,trailers and brand awareness,in the concept of breakthrough tradition,and second,for the distribution market,film types and core audiences,To use big data for segmentation,so as to achieve accurate promotion.Finally,rising to the height of cross-border integration,from the expansion of information channels,international Film Festival momentum and big data positioning three aspects of the Chinese film market to put forward countermeasures and suggestions.In the final part,the conclusion is based on the fourth chapter,and the multi-dimensional thinking is carried out.The first is that data operations can help the current film launch,with the least amount of resources to get the most optimized solution,and second,through the cross-border transformation of entertainment forms,can create phenomenal box office results,in addition,driven by new technology,film exhibition and distribution presents a more diverse mode of interaction,thus attracting more young audiences. |
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