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

"IP movies" are movies created based on creative products which have intellectual property, emotional resonance and value-orientation.Owing to IP movies’ low cost, high return, good reputation, such movies quickly become the rising star of Chinese movie industry.The development and conversion of intellectual property resources has thus become an undisputable trend in the internet era. IP movies will become the main stream in Chinese movies industry.Movies marketing is one of the important stages in movies industry development. Since 90s’, as marketalization of global movies industry goes further, the outdated distribution model and marketing concept in Chinese movies industry have been constantly changing.Movies marketing is also the largest part in the movies industry value chain. The Hollywood’s "movies profit cover cost" and "marketing outweigh movies" concept had profound influences on the prospect of Chinese movies marketing.This thesis discussed the definition and development situation of IP movies, analyzed the new media’s impact on film marketing, discussed the characteristics of new media and the change of marketing concept in new media environment.Accompanied with actual cases, this thesis analyzed the marketing charactristics of IP movies through five aspects:positioning of audience, topic elements, creative concepts, channel building and branding influences.This thesis used two movies "So Young" and "Mojin-The Lost Legend" as examples, briefly analyzed the marketing types of IP movies. In the end, through the review of previous related research results, the thesis summarized some problems that exist in the IP movies marketing and gived some suggestions on them.