| The Chinese film market shows the prosperity during the year of 2013 and total box-office receipts for the movie market of Mainland China went to a high of 21,769 billion Yuan. While during this period a number of movies whose box office inversely proportional to the reputation emerged in the market. The Lousy Movies with High Box-office Receipts became the Industry Buzz and sociocultural phenomenon. The phenomenon of Lousy Movies with High Box-office Receipts caused by a variety of reasons:the expending of the Chinese film market, the change of the aesthetic demands of the audience in the Internet era and the sophisticate improvement in the movie marketing model. The frequent appearance of the phenomenon highlights the commodity attributes of the movie and the significance of the movie marketing been brought to an unprecedented level. Meanwhile, Internet giants enter into the film industry in large-scale and industry-related logic of Internet implanted into the produce process of the movie; the mature of social media and online payment platforms provide new opportunities for film marketing and the access of background data of Internet user is less complicated than before. Thus the current film marketing connects and get through the whole movie industry and apply the data that collected from the market side to the creation side to supply aids in filmmaking. Consequently, from the market point of view, studying the phenomenon of Lousy Movies with High Box-office Receipts by focuses on the product identity of the movie is rational and reliable. As one of representatives of this phenomenon, the Tiny Times series, from a macro level, applied the idea of brand operation to the building of the movie brand:investigating the preference of the audience, establishing the identity of the movie brand so as to accomplish the founding of the brand; by means of constructing the communication channels to the audience, inheriting and innovation the film brand and creating the new production of the movie series to the management of the movie brand. From the micro perspective, it breaks through the monotonous ’Advertising-Releasing’ model in marketing strategy by bringing the movies marketing to a broad range to instruct the selling of the movie. Firstly, the precise positioning to audience’s preference and the type-orienting creating of the movie which are begin from the founding of project and applying the Internet instrument to instructing the releasing. Moreover, adjust the information of the movie which accord the propagating way in the Internet era to covering the social-communication platform. Thus, to create a set of mature movie marketing strategy than others in Chinese’s film market so as to show the direction for the development of the Chinese movie marketing model. |
