The Development Of The Chinese Film Advertisement Based On The "Screen Matrix"

This paper starts from the film advertising. First introduces the origin of movieadvertising and its important characteristics and excellent. With the development of thefilm industry revival in China, more and more advertisers choose to advertise on thescreen in the film, the film advertisement showing a vigorous development momentum.When the film begin to became advertising media, as the audience is fresh and theparties to the new forms of media interest and pursued, the advertisement, productplacement and other types of movie advertising, has achieved great success. Itscommercial value is confirmed by the advertisers. But the problems that exposed inpatch advertising and product placement restrict the further development of movieadvertising.At the same time, a new integration of movie advertising model-----“ScreenMatrix” gradually get into people’s sight, After a period of development and perfection,"Screen Matrix" has gradually matured, there have emerged many successful cases,also received a lot of awards in related fields at home and abroad. It proved its value.Compared to other forms of advertising,"Screen Matrix" model is morecomprehensive, more integrated. It can give the film advertising more display space.Some persons with breadth of vision believe making cinema “Screen Matrix” canreally lead the movie ads into the future.The successful experience of the “Screen Matrix” can be copied. Jingmao filmbrand “shadow world” is a good example. Although the emergence of competitors willseize market share in a short time, but in the long run competition is conducive to thedevelopment of better. In addition, we are also committed to development the outsideadvertising space of the film from many aspects to maximize the value. We also workon the model of the micro movie mode’s attention and the discussion, and put forwardsome constructive suggestions for the development of the micro film. A final step is to strengthen supervision of the third party film advertising evaluation and relateddepartments.This paper mainly make the "Screen Matrix" as the breakthrough point, andanalyse the current situation of Chinese movie advertising and the existing problems,development of Chinese film advertisement. Under the guidance of the “ScreenMatrix”, film has been the development of a full range of the new era, the film as anormal advertising media is coming, let’s rub one’s eyes and wait.