Cinema Operation Of Chengdu In The New Media

Since Chinese film began to transit to the professional road, which impressed results have been achieved by leaps and bounds, movie market sense of the entire film industry from the establishment to develop to maturity that has been in constant of innovative and progressive, including the makers of the film distribution and cinema.21st century is coming, we can see computers, mobile phones and network anywhere, so that the media environment surrounding us "transformative" breakthrough, changing people’s daily life, consumption habits and the mass media mode of transmission is also undergoing changed. New media serves as the change for promoting social life and pioneer of digital technology, micro-blog, blog, RSS, SNS community and other new media products.This topics involved in communication, media economics, audience and marketing science, which is a comprehensive interdisciplinary topics. By using the multi-disciplinary theory, from the macro point of control, the medium-term planning and the recent implementation of the feasibility of exploration, trying to theoretical point of view, drawing on real development to analyze and summarize the movie cinema spread channel development, and try to dig out forward-looking approach to development.This article is divided into five parts. First chapter clarify the academic background and practical significance of this essay, containing the most important foundations of this article, followed by the source of this subject and the main content. The ideas stated in this section set the innovation and achieve the breakthrough.The second chapter focuses on the characteristics of Chengdu cinema in the context of new media marketing.First, this part focuses on the concept of new media, the theory of the "innovative", with reference to the new media based on the concept, study of new media in the film industry in the embodiment, the use of new media of film production, distribution and screening process. This process leads to the viewing audience how to use new media, and new media environment of cinema marketing features. Secondly, based on the characteristics of the market in Chengdu, the impact of new media on the market of Chengdu viewing in this section, the paper set opinions on both sides of the proposed development and impact of new media the Chengdu viewing market. Referring to the new media, it must have to mention the sales channel, especially for the movie ticket sales, this article will pay attention on buying. Both development and drawbacks are analyzed.Chapter III describes cinema in Chengdu of new media marketing situation analysis, According to5W theory said by Lasswell, which based on the film industry processes corresponding to the propagation theory,the role of communicators in the film production, the communication channels that are discussed in this article. The dissemination of information is connected to each propagation media elements-Movie on the dissemination of the basic theory to analyze the film industry of business processes. It should be noted that the emergence of new media "audience-based theory to a new level, which in the third chapter on the spread of audience in the new media context analysis, according to the China Internet Network Information Center (CNNIC) and "2011Chinese film market report, analying of age structure, gender, income and education level.As to the marketing status, it should be located to the classic "4Ps" theory, the basic elements including:product, price, distribution channels and marketing, which corresponds to the cinema operators:movies, fares, ticketing methods and advertising/promotion, This chapter is based on the four marketing point analysis, to explore the ways to promote the cinema operators in the actual operation. Finally, attach to the audience cinema set the survey for Chengdu, and how customers choose the cinema.And last, cinema in Chengdu of new media marketing development. First, article on what is the ideal model attempts to analyze the background of this study, from the point of view of communication studies and audience point of view, the cinema marketing communication process information mode of communication, the role of the business model analysis, and proposed the idea of change of the new media and traditional media integrated marketing model concepts and new media marketing idea. Membership by the analysis of the first section, and then asked the ideal model of the cinema in the context of new media, followed by the background of China’s specific national conditions, the Chinese characteristics movie institutional development and the description and analysis, and leads to the main theme of the film under the Chinese characteristics its advantages screened in cinemas. Finally, the hot end of2011the cost of the movie "High Fidelity33days", for example, leads to the actual business model, how to achieve strong promotion of cinema operators.The fifth chapter is summarized in part, based on the first few chapters of analysis and research, the Thinking and Prospect of Chengdu cinema business model, and proposed applied research results, try the proposed methodology recommended. so as to achieve the purpose of this study, the way of cinema operation in Chengdu with the new media.