Micro-film Studies In The Context Of New Media

Micro-film is a new form of film in the web3.0era which can use various newmedia platforms to play with short time, small investment and short cycle. It is suitablefor watching in a mobile state and short-term leisure state. Nowadays, this kind ofmovie is often used in lots of commercial publicity and other activities, becoming apopular product in numerous major websites and companies when they proceed withbrand promotion or event marketing. As the micro-film develops, it can be divided intothree categories in accordance with the purpose of making films. The first type is madeoriginally by grassroots or individual studios. The second type is micro advertisementwhich is invested by advertisers. The third is a type of network self-made drama as thevideo websites seek advertising sponsorship in order to increase their homemadecontents.The biggest difference between micro-film and traditional film lies in its broadcastplatform which is a new media. As the new form of media, the new media has its uniquecharacteristics which can be summarized as follows: One is the diversity andindividuality of the media, the other one is the multimedia and hypertext of the content.The third is the interactivity of the communication behavior. The fourth is the massdissemination of information sharing. The last is the timeliness and globalcharacteristics. On the basis of the media, the features of the new media contain thefollowing six areas: First, the three micro characteristics of the contents which are alsothe basic properties. The Second are professional feature and popularity. The former onerepresents network videos while the latter one represents traditional movies. The third isstrong interaction. The fourth is timeliness that can reflect the ongoing things and followthe promotion. The fifth is diversity of the spread of the channels. All the new mediacan be the platforms of the micro-film. The sixth is the openness of the mode oftransmission.This paper starts from the micro-film platform–new media and explores thefeatures of the micro-film by analyzing the characteristics. It takes this point as thecenter of the paper, combining the integration of the tri-networks as well as the status ofthe new and old media. Finally the author raises some strategies for the development ofthe marketing mode for the micro-film.