A Study On The Characteristics Of Urban Promotional Film

The economic development has entered into an era of great prosperity. Thecompetition between cities is becoming increasingly fierce, and from the original"hard power" to meet short soldiers slowly into the "soft power" to competeagainst each other. A city you want to stand out in the field of "soft power" in thecompetition, is essential to take the road of brand packaging, packaging andpromotion channels for their own publicity. In order to seize the opportunities ofeconomic unprecedented development, to seek greater progress space, to create adistinctive city promotional film, has become more and more city propagandasubject selection.The city is the high cost of short videos with art, which has a uniqueperspective, precise structure and beautiful audio-visual language of film andtelevision art elements, is closely connected with the communication psychology,communication mechanism and communication effects. In this paper, combinedwith the successful city promotional film based on the mature theory in the case,and the creation of practical experience, analyzes the problems of city promotionalfilm creation, creation characteristics of city propaganda throughout the creativeprocess sheet pre planning, medium shot, post production and broadcast, areintroduced in this paper. Hope to provide reference for the theory and practice ofcity promotional film creators, so that the work can achieve the desired effect, soas to create a unique image of the city, to better promote the image and brandmarketing of the city. The author first summarizes the concept, the rise of city promotional film andthe development of the status quo, the deliberate pursuit of some city propagandaexaggerated and commercial, the loss of artistic creation; in the film creation,combined with their own creative experience and successful cases, from the citypromotional film composition, lighting, camera scheduling, color and other aspectsto carry on the detailed analysis, that the different shooting angle can show the oneand only a city landscape, humanities, history, customs and culture; in the contentof the narrative, in the original city promotional film "their own micro Ji’nan" as anexample, analyzes the narrative elements of city promotional skills, that citypublicity should show the city to narrative mode of "personalized", and thenarrative about the city, caused by the publicity on the authenticity of the piece andput forward own opinion;In post production, combined with the experience ofmaking their own long-term accumulation, the editing problems often occur in postproduction for a more detailed analysis, and put forward a solution, that a citypromotional film good needs to have its own editing style; finally, from theperspective of communication and marketing, development and transmission ofcity publicity the constructive suggestion is put forward, that the city propagandashould integrate communication channels, to achieve brand innovation. I hope thatthrough this paper, provide a theoretical basis for the effective combination ofartistic and commercial to city promotional film.