New Media Marketing Research On Original Animated Movies

This paper mainly focuses how to investigate practical applications of new media marketing strategy in the domestic marketing of original animated films. The new media marketing tools, including digital television, electronic magazines, mobile media, mobile TV and microblogging and other Internet-new media forms the terminal, usually are believed to be interactive, time-sensitive, wide coverage and high concentration for interactive publicity original animated films, especially compared with the traditional broadcast media.Under the background of domestic animated film market booming, there’s a wide gap between the animated film qualities.The box office income gap is great, too. The status of the inputs and outputs are seriously disproportionate. Because of the absence of form publicity, such as television animation, comics and games, original animated films are in a rather awkward market environment. Therefore, using new media marketing tools to raise awareness and cultivate potential audience becomes very imperative to original animated films. To achieve this target, we must learn to identify the core ideas, establish a consumer-oriented work value orientation, grasp the timing of the value of information dissemination and unit up existing resources for integrated marketing.The main purpose of this paper is to study how to use new media tools to supply missing issues in the marketing chain link of original animation film industry. In this paper,"KuiBa" is the case in point. As a Japanese-style animated film, it completely built a new framework for the story without preliminary market foundation. But because of the lack of distribution channels and brand influence and other issues, the first film of the series suffered a setback. Thankfully, when the second film released, they realized the importance of new media marketing means and finally achieved a breakthrough in the box office.The author concludes that the successful marketing strategy of "Kuiba" provides a new reference for the domestic original animation films. We must follow the effective, systematic, mobility and innovative principles in the positioning strategy, distribution strategy and communication strategy. Meanwhile, we must carry out a variety of specialty promotional activities, integrating all aspects of commercial, such as the cartoon image management, value delivery movies, content distribution, derivatives trading in the perfect combination to create an international brand with Chinese characteristics animation. The author believes that the concept of new media marketing is introduced into the animated movie marketing system will have great significance to the healthy development of China’s original animation film industry.