The New Media Marketing And Inspiration Based On "Tiny Times" Films

As the vigorous development of emerging media, the pattern of information dissemination has been changed disruptively. The whole industry is creating a marketing revolution. In the early time, the marketing management of low-budget movie was in a dilemma because of the bottle-neck of fund, but now the spring of it is coming. In this paper, taking "Tiny Times" series movie as example, under the 4P marketing theory framework, has discussed the low-budget movie’s situation in the emerging media time, with an aim to find out how to make the low-budget movie waking out from the traditional dilemma.The low-budget movie were always facing three relative problems in the traditional marketing period:marketing financial bottlenecks; the restriction from cinema and the serious homogeneous competition. The original result is the nature of "low-budget".The emerging media marketing of "Tiny Times" series movie is a model of how does the low-budget movie get out from the old dilemma. Has been showed out in the four main dimensions (4P) below:1) Product strategy:precise positioning "Network Aboriginal";2) Distribution strategy:using multi-channel both in the online and offline market;3) Marketing strategy:is committed to the integration of cross-media marketing;4) Pricing Strategy:setting different prices on the different marketing channels.The four strategies are connected together and solve various problems. The new practice marketing strategies made "Tiny Times" series movies has achieved a notable mark on the box office earnings. Also, made a big success on the mouth marketing.From the successful practice of "Tiny Times" series movies in the emerging media marketing, we could take lessons as followed:First of all, low-budget movie could base on free marketing to breakthrough the financial bottlenecks; Secondly, make accurate position by the large data; Thirdly, go through the integration of marketing to expand marketing effectiveness; And at the final stage, enhance distribution results by combine the online and offline marketing modes.