Study Of Publicity Strategy Of Domestic Movie Under Media Convergency Context

Currently the whole world is in the state of society with information globalization, traditional media in it has also been in a development dilemma due to the influence of globalization. Faced up to new media which is developing very rapidly, traditional media is weak. To get rid of the dilemma, traditional media starts looking for the cooperation with new media from digital technology and network technology as the starting point to widen the traditional broadcasting channels, so that watching TV online and browsing news videos through mobile phones have come true. The ecological pattern of traditional media has changed greatly with unconsciously influence. The development tendency of globalization, powerful social economic growth, relaxed policy environment and strong technological support have all provided fertile soil for the growth of media convergence. The development of people?s material living standard has made them not satisfied with negatively receiving information any more. Instead, the target audience demands are getting diversified and more complicated, stimulating and promoting the development of media convergence.Media convergence is the hot point and focus in worldwide media fields so far. Under the macro industrial background of information globalization, Chinese traditional and new media are speeding up the convergence on procedures of contents, channels and terminals. In the content production domain, traditional and new media are well-matched in advantages, supporting and supplementing each other so that new production modes and forms are emerging constantly making people dizzying. In short, media convergence makes full use of media carries to make a all-around convergence on human power, information and promotion between different media forms such as newspaper, broadcasting, TV and internet which share commons and complementarities with each other, so as to achieve a media form with resource sharing, content applicable, publicity interaction, benefits and risks sharing together. New media platforms with Microblog and Wechat as main forces are becoming very important communication media and social interaction modes. Their appearance and uprising with popularity has also brought change to media ecology, making new media?s unique advantages stand out and obtain a a head start when competing with traditional media.Film as a kind of traditional media is changing with the deepening of media convergence and entering people?s life from photographic film, digital film, to the popular 3D film. Film is integrating new technological advantages through huge internet platforms and audience to fulfill information resource sharing, and new media forms like various video websites have brought vitality to the development of film. The appearance of media convergence has brought new living environment for Chinese film industry. There are new characteristics in film propagation on the spreaders, service terminals and audience group. Currently Chinese film market is developing rapidly with box office earnings keeping in a rise. Only by winning over the market can Chinese domestic film keep prosperous. Setting a reasonable promotion goal together with carrying out specific promotional strategy is the precondition for Chinese domestic film to capture the market. Also scientific film promotion strategies are helpful for the sound development of ecological environment in the whole film market.Film promotion is a core audience for the promotional marketing,communication and communicators spread by both the relationship between media and audience among waiters,but also has the effect of two interpersonal relations in the new media field.This duality relations conducive film publicity side through innovative direct exchange of information and content exchange value,and is capable of advertising and word of mouth marketing,thus affecting consumption movie audience behavior.Media convergence provides a different kind of environment and technical support for the dissemination of film promotion,ways to promote its movies from a single content production,technical support and more gradual shift among media organizations of integration,propaganda platform diversified and pluralistic state,the popularity of the network so that more and more audience fragmentation information is added to the ranks,forming a film to promote its audience coverage,active high trend.Media convergence tide,part of the production of different media content into each other and eventually form a unified vast content industry.And in this era of booming financial media,film promotion not only presents more possibilities,but also show a steady increase in momentum of development.This article focus is on actual cases under the context of our financial media film promotion research,first, respectively,from the theoretical level we explore the development process of media convergence and advantages,as well as the current status of China’s film promotion.Followed by communication theory analyzes the different film promotion promotional mode combinations in different platforms, methods and strategies,this not only helps to understand the mechanism of film promotion,but also can provide a reference for the feasibility of long-term development of the film propaganda.However, everything has two sides.When the film promotion like a duck in a good momentum of financial media environment,in order to continue to deepen the film promotion model to improve the effectiveness of film promotion,but also exposed some of the extreme nature of the problem,these problems have been more or less limited to the development of film promotion,affecting the health of the film industry propaganda.In order to promote sound development of Chinese film promotion can constantly move forward, employment "navy" propaganda against the party,Chinese movies and low international share issues,this paper presents the corresponding countermeasures to improve,expect to be able to promote the Chinese film to promote its sustainable development in the integration of media environment provides effective advice and strategies.This paper is divided into five parts altogether six chapters.The first part is an introduction.Introduction aimed at clarifying the intent of writing and research value, summed up the domestic scholars and film publicity media convergence existing research results,and topics related to the basic concepts of the Interpretation.The second part is the second chapter.This chapter describes the development status of media convergence to sort out,introduces the development path and drivers of media convergence,it illustrates the advantages of financial-borne bring new opportunities for the Chinese film promotion.The third part is the third chapter. This section is the core section of this article,I selected financial borne environment to promote its platform, publicity and promotional strategy three representative point of view,with typical propaganda case,analysis of specific strategies in different ways in the movie publicity. The fourth part is the fourth and fifth chapters of this article. Based on the analysis in this section under the financial context of media publicity strategy on domestic films,current financial borne exposed in the process of implementation of domestic films to promote its refining problems, and try to put forward a viable solution. The last part is the conclusion.In the time of media convergence, film as a kind of traditional media must change the publicity concept, actively integrate with new media, break through inherent patterns in the promotional methods and propagandize with the support of new media?s communication advantages. There should be constant innovations and never blindly imitate predecessors? achievements. In the way, the goal of film publicity can be maximum fulfilled and the final success in furious market competition can be obtained.