Research On Integrated Marketing Communication Of Chinese Movies By Tiny Times

Film is the important form of culture, is a capital intensive business, is the depth of the cultural industry, is also the height of the economic behavior, it is the creation of the artistic activities, also must have the industrial base as the foundation of the business practices. In recent years, the Chinese film industry is increasingly prosperous, policy support and the big economic environment is good, coupled with the continuous development of film technology causes large capital into the film and television industry. Chinese film in ten years from industry monopoly to gradually upgrade of industrial structure, change dramatically. Manufacturing capacity improved, film quantity increased significantly, and the corresponding market infrastructure construction is also a large area, reform of the basic is completed, the rapid growth of the cinema follow is film era of brand competition. How to grow better possess superior resources at the same time, become a film marketing communication considered top priority.Film, the concept of integrated marketing communications, across the Pacific Ocean, from entered the Chinese film market, Hollywood for a series of film industry problems found the real solution. But because the concept of integrated marketing communications contact late, market maturity as Hollywood, combined with the domestic research, the most reasonable and effective use of integrated marketing communications, become the domestic development of major issues.In June2013release small times, beyond all expectations with25million production costs in return for the500million box office, to make the film market does it one brace up. In this paper, with the small times movie case study of the integrated marketing communications, comprehensive analysis of its film brand integrated marketing communication strategy and implementation plan. With examples that integrated marketing communications is an extremely important role for the film industry.From an era of movie marketing trend reveals that integrated marketing communications become the inevitable choice of China’s film industry. The paper points out in the era of integrated marketing, domestic film has good market prospects, the movie marketing has been widely used, marketing is relatively abundant, but there is no attention to the brand construction, can make full use of resources, industry products and marketing homogeneity phenomenon is serious, the problems such as lack of product development and film era.The successful cases of small times, analyzing the small times integrated marketing communication strategy, brand strategy and marketing implementation process, revealed under the consumer market segments, to meet consumer demand for creative content, close to the customer, cultivate a stable and harmonious interactive relationship, establish distinctive film brand promotion activities in the integrated marketing communication way, can go a long way in film market.