On Marketing Strategy Of Feng Xiaogang’Film

In1990s, the pace of Chinese film system reform started to accelerate, and the commercial values of films have gradually caught directors’attention. It is in such historical condition that Feng xiaogang seized opportunities to make bold innovations and produced very popular films. In1997, Feng xiaogang’s first new-year-celebration film " Party A Party B" won very substantial box office. Since then, Feng xiao gang couldn’t stop to produce new-year-celebration films and amazed people continuously with his new-year-celebration series, such as "Be There or Be Square"," A Sigh"," Star"," Mobile Phone"," A World witout Thieves"," Banquet"," Assembly"," Tangshan Earthquake"," If You Are the One". All these films were sold overwhelmingly good and achieved very fantabulous market effect. In the meantime, academics aroused great interest on Feng and started to research his films, which mainly focused on film effect analysis, narrative style, brand marketing, cultural production mode, but ignored analyzing and probing Feng’s film marketing strategies. The paper gives a preliminary explanation on Feng’s film marketing by using the marketing theory and offers a comprehensive analysis on Feng’s comedic trait, publicity, advertising implantation. The introduction part analyzes characteristics and success of Feng’s films from himself and his works, and researches Feng’s film marketing tactics from both related academic research and marketing theories.The first chapter is based on Feng xiaogang’s movie brand strategy to make a detailed analysis of the characteristics of Feng’s movies, including means of deconstruction, star-choice strategy, and options of schedule. Deconstruction means is embodied in two aspects:one is the explanation on traditional concepts of deconstruction, which aims to remove its original meaning in context so as to form new meaning, and thereby comes a comic effect; the other is a parody through the imitation of a real life, by which the film returns to the popular culture, and thereby creates a warm feeling, which could be easily accepted by the audience. Star strategy is argued from the perspective of commercial movies, in which Feng’s selection and arrangement of leading actors and costars in his products is analyzed. Schedule selection discusses the formation of Feng-style new-year-celebration films and the reason of their popularity. The new-year-celebration films focus on comedic elements, which is in harmony with the happy atmosphere of the new year, and consequently, audiences’film-watching demand is guaranteed. That is also part of the reason for the success of Feng’s films. The second chapter analyzes Feng’s films from the comedy trait. In his films, exists humorous language to ridicule, tease or satirize the absurdity of the contemporary society, while simultaneously is demonstrated the warmth behind this cold world. Therefore the audiences could have a spiritual shock. In addition, game character and the awareness of dream realization are representatives of entertainment spirit of Feng’s films.The third chapter analyzes the promotion tactics of feng’s films from agenda setting and commercial packaging. As a commercial film director, Feng spares no effort in promotional aspects and advertising. Ever since the making of films, a very comprehensive agenda was set up, which could catch the attention both of the audiences and the social public. Then in the film packaging stage, a lot of means was used to improve the visibility of the film, including the premiere, star conferences, presence in various film festivals, etc.The fourth chapter discusses advertisement implantation in Feng’s films. As a commercial film vanguard, Feng’s production team pays great attention to film investment returns, and advertising implantation is a low-risk, while profitable way to finance. The mature business model, which comes from Hollywood, allows Feng to be able to pay more attention to the film quality in the production so as to achieve a higher level of film production. The conclusion approves Feng xiaogang’s film marketing strategies, and puts forward new thinking patterns of related research.