Study On The Marketing And Promotion Strategy Of Re-released Domestic Classic Movies

In 2009,“Ashes of Time”was re-released in China,which opened the prelude to the re-releasing of classic movies in china’s digital age.Subsequently,more and more classic movies were re-released in domestic theaters,which not only evoked the audience’s good memories,but also gained certain economic benefits.The outbreak of the COVID-19 in 2020 has had a huge impact on the film industry.In order to fill the gap in the schedule and reduce the loss of theaters,a large number of Chinese and foreign classic movies have been re-released in domestic theaters.On the one hand,this move has promoted the recovery of the film market,and on the other hand,we have seen the market prospects of classic re-released movies.In this period,although the box office performance of domestic classic movie re-releases has made some progress,there is still a lot of room for improvement.In the case of more and more frequent re-releasing of domestic classic movies,how to market and promote domestic classic movies,so that precious old movies can be revived with industrial vitality.How to find audiences for these re-released domestic classic movies and attract them to enter theaters spontaneously have become very important issues.This paper takes the re-releasing of domestic classic movies as the research object,and analyzes and studies the marketing promotion strategies of the re-releasing of domestic classic movies through literature research,case analysis and other research methods.The main contents of this article include:The first part:Defines the concept of classic movies and the re-release of domestic classic movies.Through document sorting,the development process of the re-releasing of classic movies in domestic theaters from 2009 to the present is divided into two stages.On this basis,the development of each stage and the box office performance of the film are sorted out and summarized.Point out the problems in the current marketing and promotion of Chinese classic movie re-releases.The second part:Analyzed the marketing environment faced by the re-release of domestic classic movies,and built a theoretical analysis framework for the marketing promotion of the re-release of domestic classic movies based on the marketing theory of 4Ps.The third part: Select "The Eternal Wave" and "The Legend of Sealed Book" as cases to analyze the marketing and promotion methods used in the re-releasing of these two films from the four perspectives of product,price,release and promotion.The fourth part: summarizes the marketing and promotion strategies of the re-releasing of domestic classic movies from the five dimensions of positioning,product,price,release and promotion,and provides new ideas for the marketing and promotion of the re-releasing of domestic classic films in the future.This paper draws the following conclusions from the research:First,the re-releasing of classic movies has made a useful supplement to the "cold schedule",giving audiences more choices and contributing to the diversified development of theaters.Second,the propagandist should adopt a "precision" marketing strategy.When marketing and promoting domestic classic films,we should fully explore the selling points of the films,find their own market positioning,and formulate reasonable marketing and promotion strategies according to the target audience.Third,in the marketing and promotion of domestic classic films,we should proceed from the emotional needs of the audience and adopt a variety of publicity methods to arouse the emotional resonance between the audience and the film,so as to achieve good publicity effects.