Research On The Current Situation And Problems Of Micro - Film

With the development of network technology, the advent of the trend offragmentation and audience change the way of receiving information, the micro timehas come. Micro film inherited the development of the film.This paper argues that as a new art form, the film has a unique creation,dissemination and marketing characteristics, these characteristics make the micro filmdifferent from traditional film, enrich the popular form of art. Micro films have dualgene of art and commerce, the implantation of advertising makes it more vitality, andhas a relatively fixed profit chain. However strong commercial factors and micro filmproduction groups of professional led to video content connotation shallowing, andaffect the micro film’s future direction. Although the micro film for a long time not toget rid of the business, but also has been trying to find the balance between the two.Micro film exposed many problems in development restricts the developmentof it, at the same time, it promotes the change of it. Articles by using historicalliterature analysis, case study method and content analysis method to the micro filmproduction, dissemination and marketing model were reviewed, and the micro film inthe problems encountered in the development of and countermeasures for research,aimed at reducing the new media era micro film appearance and potential of differentlevels of the deep meaning of the event. Micro film creation pattern and micro filmcommercial operation, especially the relationship between film and advertising willbecome a research focus of the article, in order to contrast the micro film and thedifference of traditional films and the spread of micro film under the background ofthe new media age and marketing phenomenon.