Communication Studies, Summer File Movie

The2011box office of summer movie is about5billion yuan, accounting for38percent of annual box office, compared to15percent in2010. The summer movie is anincreasingly strong momentum swept through the film market.This article takes Chinese summer movie as its research target, analysing movierelease and publication as the part of communication behaviour and process.Besides, thearticle is analysing its characteristics and species, as well as the existing problems. Italso discusses communication mechanisms of Chinese summer movie. After learningfrom the successful experiences of the Hollywood summer movie, it proposes thedevelopment strategies which suit Chinese summer movie.This article is divided into four chapters to research the summer film. The firstchapter is defining summer film,analysing its characteristics and its species andresearching its meaning. The second chapter analyses the development history ofsummer film and points out the weakness in many aspects:inadequate in the filmschedule planning, duplication of film type, less promotion of small budget films, andmakes research on American summer movie in film-making, publication and promotion.The third chapter applies communication theories and systematic analysis methods,attempting to build a systematic model of summer movie communication in China andcoming up with four modes of summer movie communication: pulling mode, pushingmode, both pulling and pushing mode and the mode of brand effect guidance. Thefourth chapter puts forward to three practical development strategies of summer movie:film-making innovation, integration marketing and film brand building.This article has expounded the Chinese summer movie systematically. The authorhopes that the paper can provide references and examples to the research of the relatedfields.