| Under the trend of the Internet transboundary and the fans economy, "fan film" has gradually become an overwhelming edge over the domestic film market. Taking advantage of the celebrity effect and the enthusiasm of fans, more and more "fan films" spring up and smash box office records, which in return encourage new attempts. "Fan film" has not only enriched the domestic film type, but also opens up a new marketing path. Microblog on which celebrities and fans gathered has become the main marketing channels of fan films.Instead of criticizing artistic quality from the essential attribute of the film, this study discussed on the positive significance of fan films’ existence. It aims to summarize the microblog marketing pattern of such films, develop targeted strategies, and come up with solutions to the problems that may arise, in an effort to provide reference and inspiration for future fan films as well as traditional commercial films.On the basis of the literature review, the paper mainly studied four aspects:First, by defining "fan film", analyzing the features of microblog and microblog marketing, this paper has showed the certain meeting point between fan films and microblog marketing; Second, with the method of the quantitative study of a typical case and the qualitative analysis of multiple cases, this study has concluded that the microblog marketing subjects are creative staff and star actors of the film, that the most important selling point is whatever related with those celebrities, and that the marketing key point is conducting close interaction between stars and their fans; Then four strategies were developed; Finally, we discussed three problems that might arise during the microblog marketing of fan films, and put forward the corresponding countermeasures. |
