Research About The Marketing Issues Of Chinese Commercial Movie For Nearly A Decade

Abstract With the development of the China’s economy, especially in the last ten years,China’s commercial film industry boomed. It gradually moves towards a market-orientedway. In the fierce competition, marketing level is directly related to the merits of thesuccess of the whole movie, which in turn affect the re-shoot director. A good film, withoutthe excellent film marketing, can not attract any cares.Over the past decade, the movie financing innovated and integrated marketingachieved initial development and a wide range of the movie promotions appeared. Itbrought economic and cultural benefits more or less. It is considerable. However, China’sfilm marketing is still at a low level with a variety of problems. In the point of a marketingstrategy: Chinese commercial film-making has the problem itself; There are problemsbetween the pricing and the ability of audience to pay for the movie; The market after themovie is not sufficiently developing; Bad movie promotions weaken the film’s artistry. Inthe point of the marketing idea: the marketers can not focus on the need of the audience andpotential audience; The time and energy of moviegoers costs too much; The conveniencebetween the film and the audience needs to be improved. This series of problems associatedwith the development of China’s commercial and film marketing has become increasinglyprominent, and it causes a lot of negative impacts.It has grate meaning for the Chinese film to face problems in the marketing. It shouldimprove the level of making the commercial films and coordinate the pricing of commercialfilms with the audience’s ability to pay. It should also fully develop the market after Chinesefilm and optimizate movie promotions to fresh the artistry of commercial movie.Meanwhile, it should accurately grasp the need of audience and reduce the time and effortcosts of them. It should also improve the convenience between the film and the audienceand ensure effective communication between the film marketing and the audience.Furthermore, it should promote a healthy movie marketing culture and improve thepersonnel level of art and culture to create a good marketing environment.