The Continent-the Research Based On Film Marketing And Communication

On the occasion of movie’s birth in France since 1895, commodity attributes has accompanied with it around, so from the date of the birth of movie, marketing communications is an important part of a movie. China officially treated the movie as industry to develop in 2003, and Chinese movie market under the impact of industrialization gradually highlights the movie’s commodity attributes. How to transform the movie’s cultural values into business interests is a subject for movie workers to study. How a movie stands out in an increasingly fierce market is not only to focus on the creativity level of production, but also requires marketing methods and marketing strategies to be their guardians. With the popularization of the Internet and innovation of technologies, the industrial structure of Chinese movie has undergone significant changes under the penetration of new media and the Internet, the new media is becoming the battle positions for the marketing of movie industry. After 2010, the domestic movie is "flourishing". A large number of new generation directors are increasingly active, with the help of new media marketing, creating the myth of the box office, while gradually improving strategies and models of marketing communications through practices. 2014 summer hit "In the continent" gained both feelings and box office, is a successful domestic film under the new media marketing strategy. Based on the analysis of "In the continent", the paper had an understanding in-depth of the marketing communications strategies and made a reflection to avoid weaknesses and foster strengths the marketing communication strategy analysis, proposing practical countermeasures for the same type future domestic films on how to improve the core competitiveness in marketing communication strategies.The paper is divided into three parts. First, generally understanding the synopsis and box office results "In the continent" got from a view of macro-level, and then interpreted its successful elements in detail from the view of micro-lever elements from five main aspects. These elements are main reasons that attracts different audiences to buy tickets to watch the movie; second, combined with the selling point of "In the continent", from five aspects that are positioning strategy, microblog marketing, topic marketing, fan’s movie marketing and distribution strategy, elaborating its way of marketing communications; third, reflection of marketing communica strategy of "In the continent", from the two aspects including good points as well as weak points, having a comprehensive understanding of its marketing communication strategy, to reject the dross and assimilate the essence, proposing targeted suggestions and recommendations for future domestic movie marketing.