The Propagation Mechanism And Industrialization Of Micro - Film

In "micro-blog times", the viewing habit of audiences has changed, and their ways of accessing to resources have changed from newspapers, radio and television to mobile devices such as table PCs, mobile phones, and so on. The increasingly maturation of micro films is the necessity of development of the times. It breaks the one-way appeals, carrying out diffuse communications through interaction. As a new industry so as to fully mix and mobile media, while it is also in line with the direction of "content is king". And it presents personalized and diversified characteristics with the progresses of modern technologies such as integration of three networks, mobile Internet and cloud computing, through the spread of brand to entertainment and media video class barriers."Micro film" came into the horizons of people and quickly became popular as the release of the first "micro film" called Imminent Crisis in 2010. According to statistics, the micro film have mushroomed rapid growth in 2011, and 2012 is called a roaring year of micro films by media. Combined with the narrative style of films, the length of the short films, the characteristics of the mass and the marketing concept of commercialization, they present a prosperous situation in the market, and have drawn widespread attention from the industry and academia. There was no academic research on micro film at home until 2011, and it reached the peak in 2012 and 2013 and then fell back. The knowledge and views on micro films are varied in the relevant literature, but most of them all confirm that micro film is a produce which came into being with the development of times, which is line with the cultural traits of the multimedia era. By using micro films, portals are able to access to exclusive vides as well as integrating contents into the selling point of products so as to make a fully interaction between products and contents, carrying out in-depth communication with the targeted populations. In the field of traditional media which has decline increasingly, micro films gain the favor of more enterprises. In short years, it has developed into tens of thousands of films from several films at the first.Judging from the current situation of micro films, commercial micro film accounts for a larger share, which is characteristics of film and television arts and product property rolled into one, so its research cannot be separated from production, communication and marketing. The research perspective of this paper is broader, which mainly grasps the characteristics and advantages of micro films as a whole. Meanwhile, it selects the data material with timeliness and successful cases to carry out corresponding text analysis, trying to summarize the new communication model that has a realistic meaning. For micro film development the main problems:the quality of good and bad are intermingled; content far-fetched, obvious effect of the commercialization; a single broadcast channel, transmission effect is difficult to assess; profit model is not mature, the industrial chain is not perfect, proposes measures for the solution. To make recommendations on a path to the art of specification, which plays a positive role in the future development of micro films. The author thinks that, with the rapid development of micro film is a kind of inevitable trend. Only to find a balance between business and art; further expand reproduction, form the industrial chain; set up independent marketing model; Build path "industrialization", micro film has a stronger vitality, can have better prospects.