| In recent years, with the rapid rising of Chinese movie market and the flourishing of Chinese movie industry, some new problems have also been arising. The rising of a large group of middle and low-cost movies and the sparked movie phenomenon are changing the former pattern of Chinese movie industry and impacting the traditional movie generation thinking mode. Especially the invention of the movie Tiny Times (series) and the phenomenon it brings, not only have impacted the production thinking mode of the industry, and also have opened a new communication mode. The commercial success of Tiny Times (series)—high box office under a "bad" reputation shall be attributed to its successful application of the movie communication strategy. Therefore, the thesis mainly explores the successful application of communication strategy by the movie and digs out the reasons for its high box office under the unfavorable condition, and thus to make an introspection for the cultural phenomenon of the movie and offer some valuable experience for the development of Chinese movie industry. The first chapter of the thesis straightens out the context and causal relation of the movie and the cultural phenomenon to deeply explore the factors affecting its communication strategy. Chapter two goes over the concrete implementation status of the communication strategy and visually reflects its contents and effects for a convenient interpretation in the chapters below. In chapter three, the communication strategy of the movie is analyzed and its reasons is explored from such three aspects---sub-public communication, agenda setting and brand effect, in hope to find a valuable and applicable new communication mode for Chinese movie industry. In the end, the chapter four makes a cultural introspection over the communication strategy of the movie and seeks the inspirations for the industry, and then offers some comments and suggestions for its practical significance. |
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