Research On The Influence Of Internet Word Of Mouth On The Box Office Of Low-and Medium-sized Movies

With the in-depth development of film industrialization,the market environment of focus and demand gradually formed,and the small and medium-sized cost films,which had been squeezed by large films,gradually stood out in the age of word-of-mouth.To gain a place in the market and a sizeable box office performance.The rise and development of social media makes the scale of online word-of-mouth expand continuously under the new consumption ecology,which has an important influence on the audience consumption decision-making.On the basis of clarifying the current situation of the marketization of domestic medium and small cost films,this paper systematically discusses the spread of Internet word of mouth and its objective law,and sums up the relationship between Internet word of mouth and film box office,the influencing factors,the influence mechanism and the market performance.And try to analyze the reasons.Since the domestic film has become market-oriented,the small-and medium-sized cost films have survived from the nip to the great haze,and in the opportunity of social media development,the power of the network word-of-mouth has gradually increased,and the middle-and-small-cost films with the reputation of the word-of-mouth are constantly emerging in the field of view.In the word-of-mouth of the film,the main body,the platform and the content form are changing with the development of the Internet,with the expansion of the scale of the view-shadow people,and the network word-of-mouth shows great effect in the market-oriented performance of the film.In order to explore the influence of network word-of-mouth on the box-office of small and medium-cost film,this paper selects the sample of medium and small-cost film in China by 2015-2017,and the number and titer of the two-dimension word-of-mouth of the network word-of-mouth are independent variables,and the box-office of the film is dependent on the variable,the type of the film,whether it is an IP-derived or sequel,a release period,The business piece and the literature and art piece are the adjustment variables,and the model is established to carry out the correlation test and the regression analysis.The number of online word-of-mouth,the titer and the total box office of the small and medium-sized cost films have a significant positive correlation,and the online word-of-mouth effect influences the box-office trend of the film.At the same time,the four regulation variables influence the relationship between the word-of-mouth and the box office in different degrees.In view of the research results and samples,this paper summarizes four relationships between online word-of-mouth and box office for medium-and small-cost films: highquality literary and artistic films that are not qualified,and movies with realistic themes,which are called "good and good".IP derivative movies and neither a good nor a good one.At the same time,this paper expounds the other influencing factors in the linkage mechanism between medium and small cost film reputation and box office,except for the filmundefineds own style,type,arrangement,schedule and other factors,the main body of audience is different.The differences of scoring websites and the marketing of prepense Internet posters have an impact on the relationship of word-of-mouth box office.On this basis,put forward relevant suggestions to the medium and small cost film production Xuanfa,reasonable choice of subject matter type and release time,with the help of word-of-mouth marketing strategy to enhance awareness,accurate marketing to avoid market "mismatch",the cinema line subdivision to broaden the art film space,In order to realize the small and medium-sized cost movie market breakthrough.