The Exploration Of Microblogging Marketing For Small And Medium Budget Movies In The Context Of New Media

Chinese movie gradually takes the crown and beats Japan in box office receipts tobecome the second film market which is only next to the U.S.A with the opening upand development of Chinese film market in recently years. Although Chinese boxoffice makes huge progress, Chinese movie box office charts get into trouble for longtime due to a large number of import foreign films. Chinese produces hundreds offilms; however, the movie played in cinema is less than half of its actual quantity. Themovies which can give deep impression to audiences are very few.If Chinese movie market progresses toward in sustained, healthy, and steadymanner. Chinese movie market must attach importance on small and medium costmovie which makes up the most part of the Chinese movie market. Small and mediumcost movie exist the development bottleneck of high quantity, poor quality and smallmarket share in China. A large number of small and medium cost movie only have todeliver its cinema message through traditional media like movie festival, newspaper,magazine, and television because of low capital costs, limitation of promotionexpenditure. The high expenditure of promotion in traditional media, which alwaysmake the small and medium cost movie appear in newspaper or magazine in term ofsmall size and a few shots flashing in television. This situation leads the small andmedium cost movie to get high praise in foreign cinema festival, but no one showsany interest in domestic movie market.In order to get out of plight, some small and medium cost movies start to payattention on the function of promotion and marketing and increasingly be with theconcept that promotion is the second investment to cinema. In various ways that small and medium cost movies attempt to promote and market, as a burgeoning low cost,fast communication, strong interaction, effective marketing method, micro blog aregrowing in popularity in small and medium cost movie. Some small and medium costmovies successfully use micro blog to market, and then become a black horse in boxoffice and cause sensation in the world wide.Through analyzing the present situation of small and medium cost movie market,combining the research of micro blog marketing and founding out the “match point”between the cinema marketing and micro blog marketing, this paper briefly analysesthe characteristics and strategies of the small and medium cost movie. According tosome small and medium cost movies are not based on the reality and fail to meet itsspecific needs and blindly copy the success of other movie, which result in thephenomenon of over-marketing of small and medium cost movie. This paper focuseson the form of micro blog over marketing and the disadvantages impact on film andcomes up with the specific method to avoid the micro blog over-marketing. Thispaper also suggests that the micro blog marketing of small and medium cost movieshould set the consciousness and corresponding strategies of the public relations crisisaccording to the crisis incidents appearing at present.