Research On The Cross-boundary Promotion Of Domestic Medium And Low Cost Films

China's first film has been born for more than 100 years,since the new century,China's film industry has been affected by the impact of Hollywood.At the same time,the film industry in our country has been in the environment of system reform and marketization,the film market continues to be widely concerned.To save the Chinese film market.Since 2002,China has issued a new "Regulations on the administration of films",which marks the beginning of the process of China's film industry.The film "hero" has become an important turning point for China movie history,it ushered in the China movie "large" era,but also makes the film needs promotion and publicity concept of people,all kinds of "large" such as bamboo shoots after a spring rain as presented in front of the audience.However,good times don't last long "large" champion,was soon in the development process has encountered a bottleneck.At this point,the domestic low-cost film began in the import of large and domestic blockbuster rapid rise in the cracks.In 2006,Hao Ning's "Crazy Stone" stand out,its success has become the focus of attention.Subsequently,"nine Shiquan the United States","33 days","Sherlock","rush of that year," worry "," Hong Kong Man "pancake" embarrassed,the low cost of every kind of film is repeated high box office miracle,this make people begin to reconsider and reflect on these films produced behind the high box office wonder what exactly? Obviously,among the many factors,the domestic low-cost film cross-border promotion strategy seems to be another factor in the film sales.From the past to the traditional marketing strategy in the era of new media marketing strategy,and then extended to the cross promotion strategy for the moment and other art,these low-cost film production company and team aware of the weaknesses of the importance.Continue to use a variety of promotional strategies for the film to carry out different efforts to promote and bold cross-border cooperation and promotion,and ultimately won the market at the same time also won the recognition of the audience.However,the current operating environment of China's film market,low cost movies are still facing a shortage of funds,promotion of distribution channels are subject to different degrees of restriction and film content lack of artistic innovation and a series of difficulties.Abstract Therefore,in addition to enhance the quality of the film itself,but also should lookfor the market positioning,continuous innovation and broaden its promotion channels,expand cross-border cooperation between the various disciplines of the arts,in order to better occupy the market and achieve success.In this paper,through in-depth study of domestic low cost film development and cross promotion strategy,according to the typical case of domestic low cost movie review and analysis,summarize the domestic low cost movies in the face of difficulties in cross promotion process.At the same time,through continuous mining in-depth reflection,summed up in favor of domestic low cost movie strategies and methods of cross promotion,to provide new ideas for the use of cross promotion strategies in the future of domestic low cost movies can be better.