The Communication Strategy Research Of "Rear Window Projection" Art Film

With the development of Chinese film industry,the cinema line has been expanded rapidly,but it also leads to a higher vacancy rate and a waste of resources.To this end,the "rear window projection" also found a new opportunity for art cinema line screenings.As a domestic organization earlier to explore the art of movies,"rear window projection" in the past 20 years of development,has always been to change the art of film and audience status between the market as the goal,to explore a new way of transmission and the range of film art.In this context,this paper attempts to sort out and analyze the spread of the "back window screening" art film,and try to explore the communication strategy adopted in the process of the spread of art films."Rear window projection" was born in the Internet under the background of new media ecology.Therefore,the activities of "rear window projection" have strong group spontaneity,and the opinion leaders of the group take the initiative to spread the art films and publicize the important responsibility of the film culture.In order to achieve good effect of communication art film,"rear window projection" gradually formed three ideas,namely the film art to explore the diversification of communication channels,communication Chinese cultural quality of outstanding films,art films to promote the brand construction of communication.Under the guidance of the three major concepts,"rear window projection" set an important strategy in two aspects about the screenings of art films,including a series of screenings to film art oriented and market oriented single projection.In terms of online dissemination of art films,"rear window projection" to the WeChat platform,at the same time with other new media platform.It takes the balance of all kinds of movies information and created movie program strategy.It extends and expands the depth and breadth of art film transmission.In the "rear window projection" future development,for it to " create cross " cinema art cinema,this paper made relevant analysis and suggestions.