Integrated Marketing Communication About Film Festival

According to incomplete statistics, More than sixty countries and six regions around the world, organized separately or alternately a variety of names International Film Festival,which have more than 300,but the famous film festival has not so much. Such as the Oscar Academy Awards and Cannes Film Festival, but they are have in a influence on the world. Not only has made tremendous contributions and economics to the host city, but also has made the development in the film industry and has become the business card of the city and even the country.Film festival is a part of the Festival industry, it is a special phenomenon of the communication. With the communication, the event also brought some economic benefits to the host of the city. This thesis from the traditional point of view of the communication to analyze this particular phenomenon and combined with marketing and communication theory, using the Integrated Marketing Communication Theory to analyze the means of communication in the process of the film festival. Firstly, did some systematic and orderly arrangement about the film festival and the Integrated Marketing Communication Theory. Secondly, from the point of the strategies of communication and the target audience to analyze the successful communication of the film festival. Thirdly, introduced "Integrated Marketing Communication" component, and the differences of the means of the communication, and the effects of the different means. Forth, selected the four representative cases, such as the Academy Awards and Cannes Film Festival's success, and the situation and the problems the Shanghai International Film Festival and the Golden Eagle TV Art Festival. At last, this thesis summarizes the successful experience of holding film festivals, and these experiences provided the reference value for our future film festival.