Study On Sina Microblog Propagation Mechanisms Of Fans’ Movie

With the prosperity and development of China’s film market, as a new movie style, fans’ movie attracts broad of interest. Especially, the “Tiny Times” series of films won enthusiastic response. Because of the particularity that fans’ film is only made for fans, its success in business is inseparable with promotion. As a representative of the new media social media- Microblog naturally becomes an important space for promoting movies. Since the propagation has shown unique morphology and mechanism, this study takes “Tiny Times” series of films as an example to reveal the Sina Microblog propagation mechanisms of fans’ movie."Tiny Times" series of films earn good commercial repay and strong social repercussions, because they take Microblog as "the main battlefield". The movie cast members are the core elements, playing important effect on fans. The opinion leaders’, fans’, medias, V users’ and movie’s official Microblog are bridges to promote the dissemination contents. Around a series of online and offline activities, many propagandas are spread out. The dissemination contents include broadcasting events, publishing notice, controversial topics, daily interaction and product applications. They are systematic, division clear and flexible. With the emphasis on the subject and the contents, making communication activities to become organized, planned, high-frequency, high-quality normalized activities. So Sina Microblog propagation mechanisms of "Tiny Times" can be fruitful.By experience of " Tiny Times ", we can know much about Microblog propagation mechanisms of fans’ movie. For Fans’ Movie, using the five elements of communication, and collaborating with elements, forming a unique mechanism of transmission. Chinese film industry forms the background of the spreading mechanism. The spread reflects the unique nature of the five elements. From the phenomenon to the essence, the essence of the film fans of Microblog propagation mechanisms that fit the pattern of spread of Microblog fans spread between the needs of the film. After all, or derived from Microblog interactive structure, propagation model of the application, which makes the generation between the various elements Contact and effect.However, fans’ movie also has many problems. Fans’ movie is based on audience, the target populations of movies are clear. The question is set to be inclined to controversial content. But it is a waste of the resource of audiences’ attention. Their flaws and problems cannot be ignored. The pursuit of the balance of business and art is the direction of fans’ movie.