The Dilemma And Strategy Of Film Marketing In The Guangdong-Hong Kong-Macao Greater Bay Area

Following the formal rise of the Guangdong,Hong Kong and Macau Great Bay Area from the regional concept to the national strategy in 2017,the Guangdong,Hong Kong and Macau Great Bay Area has received extensive attention from the country.The construction of politics,economy and culture has become the focus of the region.As another branch of cultural products,movies have also brought huge returns to the economy.Therefore,the development of the film industry is conducive to the political,economic,and cultural development in the Bay Area.In response to the proposed regional policy in the Greater Bay Area,the Guangdong,Hong Kong,and Macao Bay Area was selected as the research object,but this article only focuses on its marketing.This research mainly uses literature and data analysis to analyze the current situation of film marketing in Guangdong,Hong Kong,and Macao Bay Area,and explains through some marketing cases that the predicament of movie marketing in Guangdong,Hong Kong,and Macao Bay Area.It was expected that this research could be the future prediction of the film industry in Guangdong,Hong Kong,and Macao.The Bay Area movie marketing provides some viable references for the development of Bay Area films.After sorting through the films of Guangdong,Hong Kong and Macau in the Dawan District,this article has combed the movie box office and word-of-mouth in the region since the 21 st century.It is found that the marketing dilemma of these films is in film texts,marketing channels,and marketing strategies.There are mainly phenomena of homogeneity in the selection of themes and thematic expressions in the context of film texts.The art forms are insufficiently presented;in the marketing channels,there is a neglect of traditional media and the content of movie marketing is scattered on new media platforms.No system marketing strategy.In terms of strategy,Bay Area movies mainly suffer from the lack of awareness of brand marketing and integrated marketing,resulting in waste of resources in the marketing process and difficulties in achieving marketing goals.Then the paper tries to propose solutions to the viability of film marketing for the existing problems in Guangdong,Hong Kong,and Macao in the three periods of production,distribution,and screening.