Study On Popaganda Strategy Of Domestic Commercial Film

Nowadays, the domestic film market is flourishing so that it’s necessary topromote movies to obtain high box office, because scientific film propaganda isbenefit to the development of the whole film market. The article tries to analyze thehistory and successful cases to establish the strategy of domestic commercial filmpropaganda. Firstly, the history is divided to three stages. Secondly, the currentsituation of domestic commercial film propaganda is exhibited by analyzing lots ofnews and cases. Above all, it is apparent that many efficient methods are used widelyas well as some mistakes. By showing the history and cases, the article uses HaroldDwight Lasswell “5w” theory and currently popular promotion theory to summarizethe sucessful methods system of commercial film Propaganda:“4+1” integratedmarketing communications strategy. It is formated by “4” parts and “1” significantfactor.“4” parts are constituted by integrating promotional principal part to unitepropaganda thought, integrating promotional content to be consistent with filmmarket, integrating promotional material to stimulate the desire of audience to see amovie and integrating promotional media to cover the target audience.“1” significantfactor is to integrate promotional rhythm to let the film promotional message presentto appropriate time and occasion. This factor is the adjustment to operate the fourelements effectively, which is capable of affecting the propaganda effect to greatextent.