Research On The Marketing Innovation Of Art Film Of "Elemeet"

Elemeet is the most representative art film marketing platform nowadays.It uses Internet dividends to integrate industrial resources and realize the matching of supply and demand,which effectively solves the marketing pain points of art films.From the perspective of the market environment,three factors are driving the marketing innovation of Elemeet: The first is that the characteristics of the commercial theaters controlling the terminal screening market,Which have led to the real marketing dilemma of art films;The second is that the change of “+Internet” and “Internet +” thinking has induced changes in film marketing tools and marketing systems;Third,the emergence of new business ideas is reshaping the industrial structure of the film market.Due to the different implementation targets,the basic model of Elemeet’s art film marketing innovation includes a C2B business model with promoters as the core to achieve crowdfunding and movie viewing,a virtual cinema model with three-dimensionality as the goal to achieve product marketing,and a long-tail revenue model.The purpose is to realize the long-term screening of the film library circulation mode and the emotional satisfaction-oriented realization of the social movie viewing experience economy mode.The four models are interlocking and relying on each other,aiming to open up the closed circulation channels of the art film industry and expand its narrow profit margins.Elemeet’s marketing innovation model has carried out a comprehensive value reconstruction in the art and film industry: First,the C2B business model has formed a new connection within the industry.Elemeet has built a platform business model and expanded core resources to construct art.Movie innovative marketing scenarios;secondly,the virtual cinema model utilizes cinema cooperation to support the in-depth collaboration of offline cinemas,and opens the platform library to users to enhance cinema’s operational flexibility and explore its differentiated business paths;thirdly,the cinema library circulation model can show diversity Supply,matching diversified consumer demand,greatly expanding the profitability of art films,and breaking the product circulation dilemma of producers;finally,the experience economy model emphasizes joint participation and coordinated operation,and consumers can easily get an immersive movie-watching experience,It can also obtain the group’s emotional identity and trust relationship,and realize the value-added consumption experience.The innovative marketing of Elemeet has a profound impact on the art film industry,but there is still a lot of room for development in terms of consumer groups,business system and competition barriers.The first is to build a flexible crowdfunding mechanism through online and offline collaborative operations to promote the sinking of the platform business and cultivate consumer groups;the second is to expand the market positioning and expand the platform’s business system with the support of existing businesses;the third is to use cross-industry integration Industrial resources and asset-light operations cut platform operating costs and avoid coverage competition.