The Research On Movie Marketing In Summer Vacation

Film industry is a high-investment and high-risk industry. Market research is essential to the movie industry, and the film schedule is a part of market development. In order to reduce investment risk and increase return profit, filmmakers study on movie schedule consciously and pay attention to the development and use of film schedule. Film schedule is an important part of movie marketing which play an important role for a film at the box office. Without scientific marketing, even a good movie is unlikely to win good box office in modern society with intense competition. Schedule is an important link in the movie marketing, for the audience, it represents "time" to watch a film; for cinema, it is a film release cycle; for distribution companies, it is specific time and space of a new movie which is released to the market. Good film schedule is an important factor of the success of the film at the box office.In Chinese film market, summer holiday is a rather mature and important movie schedule. Lasted nearly three months, from early June to the end of August, the schedule is the longest with the largest number of audience and the highest box office.2009was known as "the first year of mainland summer movie schedule", which generalized with "boom" is not an exaggeration. In this year, the number of showing of a film reached1.1million times, the attendance reached56million and it won11.73billion Yuan at the book office all around the country. To2013, the summer schedule hit a new record with more than6billion Yuan at the box office, which increased more1.8billion Yuan than last year at the same schedule, up43%. Chinese summer schedule sweeps the entire film market with increasingly strong power and energy.To some extent, the prosperous of Chinese summer movie schedule relies on the steady-state growth of screen number and the integral elevation of market size, and it also explains that movie consumption has became a kind of consumption habit of people. The audience becomes the biggest beneficiaries, more and more synchronous imported movies and quasi-synchronous imported movies will lead audience to stunning audio-visual feasts in such increasingly mature market. Meanwhile, it will stimulate Chinese movie companies to make more excellent movies and enlarge the indoor movie market.The study target of this paper is the movie in summer schedule. And this paper is divided into four parts. First of all, based on literature review and academic research, the first part traces back to the origin and development history, analyzes the meaning of movie schedule and the unique position of summer schedule in Chinese movie market. The second part meticulously analyzes the situation of Chinese summer schedule from2009to2013according to the data of box office, including type analysis of summer schedule movie, competition between Chinese movie and imported movie, and the situation of medium and small-budget movie in summer schedule.By analyzing the audience of summer schedule, the third part discusses the psychology of movie consumer and consumption action in order to understand the need of film consumers. The fourth part summarizes the marketing strategies of summer schedule:positioning, distribution and star strategy. These strategies help movies win better box office in summer schedule. What’s more, mature marketing concepts should be understood and run through the process of making a movie from planning to production to distribution to derivative production. Only in this way, a movie can win maximum profits continually.Through discussion, this paper tries to provide some reference value for the study of summer schedule systematically, and to provide some constructive opinions for summer schedule and movie marketing.