Film: From Co-marketing To Jointly Develop Cooperation

Whether the film has become a giant of advertising time ? Whether the audience has unknowingly become a "consumer"? Whether today's film is too commercial? With such doubt, this paper focuses on the strategic alliance between the film industry and other business enterprises from the perspective of co-marketing. Vertically, this paper discussed the history, development and future trends of the film co-marketing. Horizontally, this paper focuses on the main reason of the beginning and the prosperity of co-marketing. this paper also make an analysis of film co- marketing with the specific case .these expositions including the discussion and comparison on the corporate strategy of Sony and Disney ;The main tactical means of film co-marketing; the success or failure cases of film co-marketing. With all those feasibility studies, we believe that film co-marketing and its new marketing trend - the common strategy occupies an increasingly important location in film industry. to deal with this trend ,the film companies should have a more open attitude ,and building a platform with the advantages of film itself, using different strategies of cooperation to service the film industry.Commercial is an important property in film . as an important part of the commercial properties, film marketing has its own laws and characteristics, particularly in contemporary film, the rising of film co-marketing and common marketing strategy has an extraordinary meaning. focus on this phenomenon, this paper make a preliminary study in film co-marketing. the second chapter of this paper carding a film marketing cooperation focus from the film industry's marketing history, development and focus on new trends, the general context; Chapter III of this paper analysis the rising of film co-marketing , main tactical means of film cooperation and joint development strategies--the new trend of film cooperation from the management concept of co-marketing and the facts of film co-marketing ; Chapter IV of this paper focusing on some cases of film co-marketing, analyzing two representative companies, such as Disney and Sony and success or failure of cooperative marketing projects, finally the paper put forward some proposals. Through the exposition of three parts above, this paper draw a conclusion that the film co-marketing and joint marketing strategy will still maintain a prosperous in the future...