| Fans Movie has become a prominent phenomenon of the Chinese film industry. As a newly born thing, although it appears for a short time, it has experienced some significant changes.1. From Mysterious Island to Tiny Times 1.0, it is the period when Fans Movie appeared and drew great attention of people. At that time, the main fan audiences didn't consider Fans Movie as a serious thing and the ecology has not become stable.2. From Tiny Times Series and The Continent to the phase of following suit blindly by the end of 2014, a large number of TV shows and network IP were adapted into films of low quality, regarding the fans as the one-time consumption assets, which caused a lot of social criticism on Fans Movie. But at this stage these Fans movies have made great box-office successes, which highlighted the profitability of movie fans, and confirmed the business ideas of converting the fans into the audiences.3. The production companies imposed over-consumption on the fans and this caused public resentment, which made the market of fans movie calm down. In 2015, such fans movies like A Hero or Not, Goodbye Mr. Loser, and The Ghouls which have good quality and popularity, have emerged with a new look in front of the public. At this stage Fans Movie began to develop in a rational way.Experts research on Fans Movie by using the theories of Consumer Behavior and Communication, trying to study it in a variety of perspectives. From the point of view of integrated marketing communications (IMC), this article takes A Hero or Not as a sample to analyze the operating mechanism and regularity of a fan movie's production, marketing, communication and so on, and then discuss their influences on film industry.Facing the new situation of market becoming saturated and consumer demands upgrading, IMC brings a consumer-centric concept, which is highly respected and widely practiced in the field of marketing, and rapidly accepted in the film marketing. Fans movie is a typical product of this idea, which breaks the shackles of the traditional producer-centric mode of production; and breaks the gaps among the planning, production, marketing, and product development, etc., so that all the resources are integrated much more efficiently and tightly, and it accordingly practices the IMC concept effectively. Based on user-centric idea, IMC concept and the overall operation have a universal reference value for other films' production. Therefore, according to the hot phenomenon of contemporary Chinese movie and behavior patterns of movie fans in the new media environment, this paper is about to explore the Non-Fans Movie how to face the rapidly changing market environment by learning to the production model of Fans Movie. As an important product category of the film market, Fans Movie has made a special contribution to the rapid development of the Chinese film industry, but it still has its own shortcomings, which we should pay more attention to, so that Fans Movie can have a stable and further development. |
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