Research On The Integrated Marketing Communication Of Film Under The Background Of Media Integration

With the rapid development of digital technology and the wide application of Internet technology, network, media, communications start to fuse. Under this background, mode of operation and the development direction of all walks of life are affected, especially the marketing, which are strongly depending on media. Film as a high degree of commercialization, technology dependent, wide audience range of art forms, getting their business marketing and promotion of the commercial interests are particularly important.As movie “Fast and Furious 7”released in China since April 12, 2015, it have broken of the domestic box office record: zero premiere box office records, a week at the box office record, the mainland box office record. People lamented their visual impact of video content. Besides, its marketing in the country has also been given praise. Undoubtedly, the success of the “Fast and Furious 7”can’t separate from the accumulation of fans and the brands. And the marketing communications measures of the entire series of films cannot be separated. Therefore, this paper takes the series of films “Fast and Furious” as an example, in the process of changing times exploring the accumulations and changes in film marketing, and studying the context of media convergence about film integrated marketing communication, which tries to reveal the cultural phenomenon in the marketing communication process, in order to be able to help and inspire the later development of the movie marketing, enabling people to understand the “driving forces” and the causes behind the phenomenon of media culture.In this paper, taking the whole series of “Fast and Furious” as the main object of study. And the study is in the perspective of media convergence, by studying the contents of the film, channels, and other aspects of the brand and the audience. This paper presents the integrated marketing communication strategy movies in a relatively concrete form from the content of the film, channel, and audience brand and other aspects. The study found that the series of films “Fast and Furious” marketing strategy are: regarding the consumers as the center, forming a film brand; Internet-centric, actively expanding marketing channels; and paying attention to establish a “relationship” with the audiences through “dialogue”; assisting with emotion, with feelings impress people; as the starting point of cooperation to achieve win-win cooperation and so on. These successful experiences proven by practice is worth learning and referencing for Chinese film industry.