Development And Marketing Strategy Of Post-film Products Research

Digital technology made human beings into the network era so that industry convergence becoming an inexorable trend in every different field. Under the background of converging, the motion picture industry also spread across the whole media industry and stretch from virtual content area into tangible products area. Post-film industry is the outcome of industry convergence and how it develops is the emergency that the film industry ought to deal with. By studying the present situation of post-film industry at home and abroad, the post-film products development model can be summarized in the following three:led to movie companies which are represented by Disney Hollywood, led to channels and brands operators which is represented by Tianluoxing and led to strong brand which is represented by McDonald’s. In marketing, integrated marketing is the mainstream. At the same time, the new technology also provided a new chance for the post-film to marketing its products:Internet and Mobile Internet created a platform for communication and digital technology removed the media barriers between film industry and other correlative industries. As well the new technology promoted the interaction between product creating and marketing and made it possible that marketing gets involved in different link in mega-industry chain. To a certain extent, marketing could approach the place which in front of the chain and lead the producing. Study the environment of Post-film industry in different movie developed country, there are many effective protections of Post-film industry provided by Integrated Marketing Communications theory as the fundamental of marketing, media convergence as the media platform and the Motion Picture Mega-industry as the industry platform. Therefore, to solve the basic problems is the precondition. As a filmmaker, it is important to change concept of producing movies, promote the being of big film groups and protect the intellectual property. Specifically, we could develop the post-film industry like this:in producing, firstly focusing on creating products which are depends on network. Foster video site as the dominant sources of income market and go deep into the online games market. Explore a new way to cooperate between movie and internet. At the same time, build a platform to produce post-film products on Internet so that consumers can participate in developing easily. Besides, we should and simultaneously develop other kinds’ products now. Secondly exploiting intellectual properties with reason and making full use of the single work in movie like film original music and film character etc. In marketing, firstly depending on the media property of film and maximizing the influence of film brand. Secondly taking full advantage of new media and building the system of post-film Integrated Marketing Communication. Network marketing includes database marketing and viral marketing should be the driving forces. Make use of electronic business to build a new place for selling post-film products. Producing and marketing combine.