On The Commercial Value Of International Film Festivals

At present,film is regarded as a leading industry in the whole cultural industry,and film festivals are the finishing touch of the film industry,which attracts extensive attention from all over the world The international film festivals,represented by the three major European film festivals and Oscar Awards,lead the trend of world film.The four major international film festivals have their own characteristics.In addition to the mission of artistry,their commercial characteristics are gradually highlighted in the process of film industrialization.Firstly,this paper introduces the four major international film festivals one by one,and focuses on the analysis of their commercial nature;Secondly,based on the theory of strategic management,this paper analyzes the macro and micro environment of international film festival’s commercial value creation,including the influence of political,cultural and technological environment on the industrialization of Film Festival,as well as the influence of organizational structure,film selection standards and evaluation methods;Moreover,in the process of industrialization,the international film festival has produced specific economic behavior and realized corresponding commercial value through strategic implementation.This chapter reveals the huge economic benefits of the international film festival from the perspective of audience behavior and film plate planning;On the basis of integrated marketing communication,this paper makes a more in-depth analysis of the value-added effects of advertising,sponsorship,promotion and e-marketing of international film festivals.In addition,the core competitiveness of strategic management has become a strong development advantage of international film festivals that can not be ignored;Finally,China’s domestic film festivals are also growing and developing rapidly,creating greater industrial value.Drawing on the successful experience of the four major international film festivals,domestic film festivals and Film Awards will also expand their core competitive advantages,and promote the marketization and sound development of the film industry.