A Comparative Study Of Media Marketing In The Movie "Your Name" And "The Great Wall"

The movie marketing for film industry and its important.Film marketing is prerequisite to win the market.Film market to prosperity,and long lasting vitality,must ensure that the correct processing film marketing problems.Film marketing difference from general products,especially the advent of the era of new media,makes the movie marketing problem more complicated.Based on the film "your name" and "Great Wall" in the network communication samples,with the help of communication of content analysis method combined with a structuralist theory of structuralism codes of clustering analysis,the two films in the new media marketing communication platform is analyzed,with clustering data parsing its marketing communication behavior.This paper combines the current academic research on weibo marketing mode and set up their own analysis framework,compare the differences of new media marketing and traditional marketing.Analysis is included in the content of the film phase dispersing pertains to take marketing means,in different new media platforms,marketing emphasis of dispersing pertains main body and the way of their differences,etc.The content of the marketing for film on new media platform,according to the content of the film into advertising and marketing,content marketing and promotional marketing and relationship marketing and so on several big categories are analyzed.Through the contrastive analysis of the two films,observation of transmitted symbols,their research conclusions.After the statistical inference,found deficiencies in the traditional marketing,film of new media marketing provides some references for the future.