Research On Integrated Marketing Communication Of Tiny Times Films

Tiny Times films were adapted from the novels of the same name.It broke the records of domestic series films,and received nearly 1.8 billion yuan at box office.However,there existed abnormal phenomenon of negative word of mouth and high box-office.The paper which was based on integrated marketing communication theories focused on Tiny Times films and analysed on strategies of contents communicating,channels communicating,audiences communicating and subjects communicating.In addition,it deeply analysed and concluded the traits of integrated marketing communication about the films.The films included following traits:firstly,using new media and guiding fans communicating.New media is common and extensive which results in the fact that the information is widely exposed to audience.It creates a place for audiences' communicating.Secondly,centering audiences and paying attention to interactive communication.Centering audiences is important guide for communicating by being interactive with audiences which will narrow the distance between fans and stars and promote fans to communicate.Thirdly,precise positioning and coordinated brand communicating.In the era of big data,only collecting audience database can we grasp audiences' needs.The Films' position was determined by a lot of research and the films' target audiences was 15 to 25 years old.And marketing team took advantage of brand of director and actors to attract fans.The box office leads to the success of a film.The paper analysed the box office of single film and series films.Besides,the paper also explored the effects of word-of-mouth and the films' successful points and shortcomings.Low word of mouth could not limit the growth of films' box office which depended on audiences' mind.Attached to Tiny Times films,Materialism was criticized and limited films'communication.Films which are cultural products are responsible for the transmission of culture.However,Tiny Times films broke social values,which resulted in the low quality of the films.Based on the strategies,traits and restraining factors of integrated marketing communication about Tiny Times films,the paper concludes following enlightenments.Firstly,both contents and forms innovating are the guarantee of films' effects;Secondly,taking films as culture industry is important goal of the sustainable development of film industry;Thirdly,coordinated communicating is important method of marketing;forthly,fans' communicating is important power of film communication;fifthly,new media is important position of film communication.