Marketing Communication Research Of Domestic Commercial Films Of New Media

In recent years, with the development of the domestic film industry, more andmore film producers aware of the importance of movie marketing. Movie marketingmakes it possible to film profitability. With the further market-oriented film industry,box office directly determines the profitability of a movie, high box office havebecome every filmmaker’s goal. Movie Marketing Communication is a bridgebetween the audience and the film, through the dissemination of information related tomovies, making more potential viewers to watch a movie, will become the focus ofmarketing. Movie marketing communication is becoming more and more attention tothe film producers.In this paper, Marketing Communications of domestic commercial films as theobject of study, focuses on media selection and marketing communications strategywere analyzed and summarized the characteristics of domestic commercial filmmarketing communication in the new media environment, found that domesticcommercial film marketing communication in the shortcomings and improvementsuggestions are put forward.The purpose of this study is to examine the status ofChinese commercial movie marketing communication, hope the marketing of domesticcommercial films has been further improved, making China’s movie industry furtherdevelopment.This paper is divided into three chapters, the first chapter mainly analyzes thedomestic commercial film marketing communication media selection andcommunication strategy, mainly analysis the media from the two aspects of traditionalmedia and new media selection, combination of movie marketing online and offlinecommunication, main application strategy has the celebrity effect, word-of-mouthpromotion and marketing events. The second chapter summarizes the domesticcommercial film presents the characteristics of marketing communications, interactiveperformance enhancement, continuity enhanced participation in various forms ofmedia and precision of the target audience. The third chapter is prior to analysis on thebasis of two chapters summarize the inadequacies of domestic commercial films presented in marketing communications, such as excessive speculation, mediaselection and moviegoers catalyst into the habit does not match, the overseasmarketing communications link is weak and lacks effective assessment testing system;and on this basis, recommendations for improvements, such as the spread of excitationmoviegoers initiative to develop media selection strategy, emphasis on overseas filmmarkets and the use of marketing communications marketing communicationscompany based on moviegoers catalyst habits, establish effective AssessmentMonitoring System.I believe that domestic commercial films in a period of rapid development,marketing communications domestic commercial films are constantly changing, and ina more and more important role in the film’s marketing. The producers should be givento the importance of marketing communications movies, and continue to improve, andthus achieve better dissemination of results.