On The Chinese Movie Trailers Marketing Strategy From The Perspective Of The Audience To Accept

The trailer was born in1912, has a history of one hundred years, a hundredyears of ups and downs, the trailer also experienced a huge transformation ofproduction level and production concepts. With the development of film growing prosperity, the trailer’s functions are quietly changing. With the growing prosperity of Chinese film, the trailer attention from simple fragment collectionpublicity to the double attribute of art and commerce marketing tool, to the audience’s visual and aesthetic requirements has been raised to a new height.Because directly facing the audience, the trailer has become an important indicator of the film can attract eyeball, so aesthetic direction correctly grasp the audience and positioning market psychology can be accurately to the targetaudience, for the biggest win.In this paper, based on the environment of Chinese movie trailer, how to use of receptive aesthetic for movie marketing plus the audience, let the trailer in pulling the box office but also can improve the quality of the film. The basic content and the present situation of the first part discusses the Chinese movie trailers, usingreception aesthetics analysis Trailer two consumer groups--general audiencesand broadcast the aesthetic psychology and acceptance of the trailer, what can meet the movie consumption demand, achieve the interaction effect is good. In the new media era context, multimedia platform, mobile media, finger economicpopularization, Chinese movie trailers, multi angle multi-directional fromindividuals of the image manipulation, public sector private treatment, accept the real into a subjective awareness viewing times from passive information, as themovies before the audience to understand the film to break the traditionalastepping-stone to success, in the audience view full of the feature expectations.In general, this paper will be a large number of listed Trailer example analysis and explanation, more possibilities of development of Chinese movie trailers,whether it is from the movie artistic value or movie marketing perspective,aesthetic orientation, correct production quality, the form and the content ofinnovation and cater to the trailer Chinese audience aesthetic acceptance,according to different the audience, the timeliness, interactive network and new media platform to develop appropriate communication strategies, so as toinfluence the audience’s purchase behavior, is the future development trend of Chinese film, also will be strong support for Chinese films to enter theinternational.