A Research On Communication Strategies Under The New Media Environment Of Chinese Mid-Low Cost Literary Films

In the booming Chinese film market,mid-low cost films are hardly been seen in the cinema.Under the capture of Hollywood movies and domestic commercial films,the market share of literary films is not optimistic.The situation of the mid-low cost films is worse because of the lack of money and movie stars.It is very hard for them to find a place in today's movie marketIn this paper.I take Chinese mid-low cost literary films as the object of the study,use case study,document analysis and comparative analysis to do the work.The paper includes the current situation and plight of communication of Chinese mid-low cost literary films,the changes of communication modes of Chinese mid-low cost literary films under the new media environment,and the integrated marketing communication strategies based on social media as the main communication position.The purpose of doing so is to provide practical reference to Chinese mid-small cost literary films,as well as the entire small and medium-sized films group.This thesis is based on the theory of communication and the theory of film marketing.Starting with the film Song of the Phoenix,then have a deep discussion on marketing communication strategies of Chinese mid-small cost literary films.In the first part,I define the meaning of the object from two dimensions:scale of investment and genre theme of the film.In the second part,I compare the marketing strategies of Chinese mid-small cost literary films to high cost literary films' and other theme mid-small cost films.Then goes to a conclusion:Mid-small cost literary films can't afford the high cost of the publicity release.It's been found that Chinese mid-low cost literary films is getting stuck in the "best game no one play" situation,and the problems behind it includes excessive commercialization of the market and inclination of entertainment in mass culture.The only way to breakthrough is carrying out new marketing strategies with social medias.The integrated marketing model has changed with the change of media platform.Under the new media environment,film marketing model has become more diverse and rich.It's been proved that the rise and development of new media has become the breakthrough of Chinese mid-low cost literary films.In the third part,I discuss that how should they conform to the media environment changes,give full play to the advantages and avoid disadvantages.The fourth part is mainly about the integrated marketing communication strategies under the new media environment of Chinese mid-low cost literary films.Film and television congregation raised platforms provide more channels to attract foreign investment for mid-low cost films.Marketing thinking is as important as quality content,and both of them should be the basic of the film campaign.Event marketing accumulate heat.Public praise gain influence power.Marketing communication of Chinese mid-low cost literary films can be carried out efficiently only in the context of new media.And only in this way,Chinese mid-low cost literary films can win more market shares.