Analyze On The New Ways Of Movie Marketing In New Media Environment

With the development of new media technology, especially since2010,micro-blog “explosive” development momentum greatly expanded the informationcommunication space out of the traditional media. The characteristic of attention andforwarding function, releasing information timely and anonymously, setting thetopic conveniently and spreading message quickly made more and more people useit over these years. As an important medium and the way of interpersonalcommunication, micro-blog also led to the media ecology changed, the new mediagradually gained the initiative in the battle of traditional media.The domestic movies want to boom, they must win the market. The appropriatemarketing is the premise condition of winning the market. Only to solve problems ofmarketing, the movie market will be prosperity. The movie marking is based on theaudiences. The micro-blog user and fans not only have the relationship of media andaudiences, but also have the characteristics of interpersonal communication. Thisrelationship is beneficial for movie enterprise to directly communicate and valueexchange with different audiences. Therefore, micro-blog is good for the movieenterprise to advertising and word-of-mouth marketing, in order to change theconsuming behavior of movie audiences.In the new media era, movie must use new media to marketing. In thisenvironment, the movie positively combines with micro-blog, the micro-blogmarketing of movie come out. The micro-blog marketing of movie means movieenterprises treat micro-bolg as a marketing platform, through the micro-blogcommunicate movie message and related product information, interact with fans,understand the market feedback,in order to propaganda the movie and improve theinterest and satisfaction. Due to use different media, compared with the traditionalmedia, the micro-blog marketing of movie has its own characteristics andadvantages. As a new director, Zhao Wei’s first director work——<So Young> showed onApril26,2013. Based on using the micro-blog marketing of movie excellently, thismovie achieved more than700million box office and high attention. This movieused up its capabilities to marketing, such as used movie official micro-blog,creators micro-blog, behind-the-scenes micro-blog, celebrity micro-blog, marketingmicro-blog, micro topics, micro activities, micro votes, and micro talk. Themicro-blog marketing of movie <So Young>is the most successful cases of domesticmovie, and it likely becomes the movie marketing model and pattern.Therefore, this article combined with the quantitative research and qualitativeresearch methods to analysis the micro-blog marketing of movie <So Young>,explored the operation process of micro-blog marketing, and based oncommunication theory such as agenda setting theory, use and satisfaction theory toreveal the problems and strategies of micro-blog marketing. The conclusion hasimportant practical significance for future micro-blog marketing of movie.Through content analysis and quantitative study found that the movie <SoYoung> used all possible means and methods to make micro-blog marketing. For onething, through the director Zhao Wei’s favorable contacts, the movie used59micro-blog celebrities to propaganda and more than600million fans crazilyforwarding, so as to achieve viral effect. For another thing, the movie not only used“micro tool” to marketing, such as setting topics, micro votes, micro activities andmicro talk, but also initiated twelve online activities and created some hot microtopics of “there is a feeling called Zhao Wei and Huang Xiaoming”,“are you mentalderangement”, in order to attract fans continuous attention for the movie.As a kind of new media, micro-blog can build a similar face-to-facecommunication situation through a variety of network symbol and technologies. Thiscommunication situation gives the micro-blog marketing of movie newcharacteristics and advantages. From the communication perspective, the movieofficial micro-blog push information in high frequency can attract audiences’attention. Putting issues cleverly hidden in the “youth subject” can cause theaudiences’ resonance. The movie enterprise sponsor micro-blog voting usedaudiences’ agenda to influence the media agenda in ordert to understand the marketfeedbace.The micro-blog celebrities make fans forward information crazily. The peerpsychological of group communication can make the effect of word-of–mouthmarketing, so as to achieve excellent communication effects and change theconsuming behavior of movie audiences. Of course, the micro-blog marketing of domestic movies are still in theexploration, and the micro-blog marketing of the movie <So Young> also had somedeficiencies, such as some movie creators had low enthusiasm in the micro-blogmarketing, most of the micro-bolg celebrities were limited to film andentertainment areas, the movie official micro-bolg lacked of management andoperation. These problems not only affected the micro-blog marketing of movie, butalso affected the maintenance and development of movie brand.The micro-blog marketing of the movie <So Young> can not be copied, butmovie enterprises can improve some problems, summarize the successful experienceand take examples by this micro-blog marketing. Firstly, movie enterprises shouldunderstand provide what information earlier, then provide what information andquickly establish a positive image and excellent reputation for movies in ten daysafter the movie released. Secondly, the micro-blog marketing is based on audiences,but not all movies are suitable for micro-blog marketing, only when the targetaudiences of movies and the users of micro-blog have consistent characteristics ofsociology and psychology, the micro-bolg marketing of movie can achieve excellenteffects. Finally, the micro-blog marketing is just one part of the movie marketing,only put the movie production, market research, advertising strategy, hypepropaganda, public relations activities, running schedule, promotion methods,related products and many aspects together under the unified and orderlymanagement, the movie marketing will form a kind of cohesion and obtain excellentmarketing effects.Therefore, the micro-blog is not only a new media platform and resources, butalso a new way to marketing. Movie is a cultural creative industry and commercialvalue is the basic characteristic. The emergence of micro-blog provides newopportunities for movie marketing. Using micro-blog’s communication characteristic,channels and all kinds of tools, the movie enterprise can achieve excellent effect formovie.