A Research On China's Domestic Art Films Market And Marketing Strategies

Since China's film reform in 1993, the degree of China film marketing is continuously improving. In the 21th century, the quality, the quantity and the box office of China film have improved rapidly. However, compared with domestic commercial films and domestic main theme films, the market share of domestic art films are vary small.In the process of domestic movie industrialization, attention has been paid more to the contents of art films than to their marketing affairs by public opinion and theoretical circles. Marketing communications practices of domestic art films which are still superficially applied are not integrated effectively according to their features and current situations. By studying present market situations and marketing communications practices of domestic art film, this paper reveals that China's domestic art films have not yet entered the marketing times, and that there exist problems of low specialization, singleness of marketing types and revenue source, lack of continuousness, and high policy risk. Studies are badly needed for film marketing practices.This paper consists of five chapters .In chapter one, analyzed are the background, research methods, framework ideas and purposes of this research. In chapter two, a generalization of related literatures are made, concerning present research situations of China's domestic art films and related marketing theories. In chapter three, compared and analyzed are present China's market, French market and some other countries' markets of their art films, and problems of China's domestic art film market are pointed out. In chapter four, a case study is applied to marketing practices of three selected Chinese domestic art films to generalize their experiences and problems. Based on the present situations, experiences and problems of China's art film marketing, the fifth chapter puts forward countermeasure strategies in product, price, place and communication. Finally, the contribution and weak points of this paper is pointed out.