A Research On Integration Strategy Of Relationship Between Films And City Marketing

In today’s era, the relationship between films and cities becomes more and more close. On one hand, as a unique cultural and creative product, in the pursuit of high box office and other economic benefits, films can also deliver value and artistic aesthetic appreciation; On the other hand, as a dense combination of population, cities provide films with a unique narrative space and artistic creation materials. With the rapid development of the film industry of the city and revolution of city marketing ideas, as a special carrier of communication, films have many advantages, such as wide targets, strong concealment, good communication effects, film has become a new means of city marketing, which makes up for the weaknesses of traditional city marketing means, helping the city achieve marketing goals, improve the visibility and reputation of the city, build city brand, improve the city’s comprehensive competitiveness, create good economic and social benefits, so that the city can survive in the fierce competition in the market, and create some opportunities for the development of cities and films.At the same time, in today’s era, although develops very fast, film city marketing is still facing many problems. For example, city image blurs in the movie. As the film narrative space, city does not achieve the maximum utility. Film type, content, cultural connotation and city image position still do not perform well. And cities do no actively participate in the planning of city marketing, lacking depth marketing. Films are over commercialized and homogenized, which poses a barrier to cities to enhance visibility and reputation, create economic benefits.Therefore, if the film city marketing wants to achieve good results, we must make sure the relationship between film and city marketing, analysis their interaction mechanism, understand the role of the movie city marketing to the city and the film, and then find strategies to integrate the film and urban marketing. To sum up, the research on the city marketing of the movie will have a far-reaching significance and influence on the development of the city and the film.In this paper, based on the theory of marketing, communication and other disciplines, I will analysis the interaction history between films and cities with a history horizon, analysis the spread effects and advantages of urban marketing, and the history of the city implanted films. I also analysis the interaction mechanism, research the process of cities who regard and use films as marketing tools, and take the film "After Earthquake" and "The Lord of Rings" as examples to carry out empirical research to demonstrate the marketing effects of films, and finally confirmed the effectiveness of the movie marketing for cities. Aimed at marketing problems during the city marketing process with films, I put forward relationship integration measures, so as to promote the healthy interaction between films and cities and provide opinions and measures for the development of city marketing measures and cities.