A Case Study Of The Animated Film Monkey King:Hero Is Back's Marketing

Released in 2015,the animated film "Monkey King: Hero Is Back"(hereinafter referred to as "Hero Is Back")is loved by the audience.The film's box office revenue finally reached 960 million.At the same time,the film received great public praise,which was a rare phenomenon for domestic animation films in recent years.The reason for the success of the "Hero Is Back" is multifaceted.One of the important reasons is that the film has done a lot of successful attempts on marketing.This paper will focus on the marketing of the animated film "Hero is Back" through an in-depth analysis and research,the introduction of the success of those marketing methods,especially the decisive role of word of mouth marketing in the case.It is hoped that research results of this paper can provide some references and practical recommendations for the marketing strategies of China's animation film industry and even the cultural and creative industry.This paper is a MBA case study paper,case analysis is the focus of this article.First of all,in the case text section,the paper makes detailed introductions on the animated film "Hero Is Back" from the following aspects: story,animation technology,role setting,cultural attributes,human feelings and others;through the case description we can see that the film's high quality becomes the center of attention,especially the perfect adaption of the IP from film "Journey to the West",which proves to be the reason why this story is so unconventional.The use of Hollywood-style family adventure story and highlighting the heroes of the feelings both help the film attract audience from all age groups.It also provides a strong support for the film's marketing,which turns out to be the intrinsic reason for the film's success.Secondly,the case analysis section mainly focuses on the animated film's marketing strategies.The case study uses 4P marketing theory as the theoretical basis,product life cycle theory as the timeline.Therefore,the film's production period is divided into four periods: introduction,growth,maturity and recession.The case study will analyze “product,price,place,promotion,”(mainly product and promotion for the direction of communication),and investigate the effectiveness of 4P marketing theory.And combined with the extension of 4p marketing theory----service marketing theory,to explore the role of service marketing in the case.Looking back on the whole marketing process,Word-of-mouth marketing is the most significant feature of the case.Because of the excellent product quality,combined with the precise positioning of the product,and the perfect time for marketing,the film “Hero is Back” becomes a classic Word-of-mouth marketing case among domestic animation films.At the end of the article,by analyzing the relationship between Word-of-mouth marketing and other marketing methods,the relationship between Word-of-mouth marketing and product quality,and the practice of Word-of-mouth marketing,the case study will sum up revelations brought about by this case and experiences that can be learned.The paper will also summarize those shortcomings and propose ideas for future improvements.It is hoped that the case analysis and research of the animated film “Hero is Back”will be able to provide some valuable references for the development of marketing mode of the Chinese animation film industry.