Research On The Propaganda And Distribution Of Medium And Low-Cost Films In The Context Of New Media

In the film industry,the "28" phenomenon is very obvious,that is,about 80% of movies are not profitable,and about 20% of movies are profitable or break even.From the perspective of film economics,this phenomenon may make sense.But this does not mean that the unprofitable 80% of movies are not important.Whether it is for the development of the ecological diversity of film art,for meeting the diverse aesthetic needs of people,or for the healthy development of the film industry itself,the vast majority of unprofitable medium and low-cost films are critical: It is an incubator for film art talents,a training ground for film industry personnel,and a testing ground for new artistic concepts and aesthetic styles.These are more or less absorbed by mainstream commercial movies and become one of the important sources of vitality and creativity of mainstream commercial movies.This article believes that the commercial dilemma of low-cost films is related to the lack of sufficient advertising funds and effective advertising methods for many films.With the advent of the new media era,some medium and low-cost movies have begun to use new advertising strategies and successfully escaped the commercial dilemma.An in-depth study of the medium and low-cost film distribution mechanism in the context of new media has a positive significance for how the long-tail products(medium and low-cost films)whose production volume dominates in China's film market can improve their business difficulties.Based on the introduction and transformation of the "Long Tail Theory" and "Positioning Theory",this article makes theoretical thoughts on the propaganda and distribution of such movies in the new media era,and attempts to explore their future development direction.In the introduction,this article revises the "Long Tail Theory" not only to analyze low-cost films from an economic perspective,but also to explain its important value to the industry.The first chapter discusses the innovation of publicity methods under the introduction of new media;the second chapter uses cases to assist in the discussion of the“niche market”mining for new media publicity;the third chapter discusses the combination of new media publicity and cinema building.The new media promulgates the law to do the theoretical explanation.In summary,this article realizes the guiding thinking summary and prospect on the practical discussion of the new media of medium and low-cost films.Finally,this article believes that medium and low-cost films,as the "long tail" with special connotations in the market,need to be more creative in their new media announcements.Only theoretical exploration can consolidate their artistic aesthetics,emerging talents,and avant-garde style in the film industry.The status of "creative engine" for development has truly realized the benign development of China's film industry.