Study On The Influence Of Chinese Film Brand In Omnimedia Environment

Since entering the 21 st century, the rapid development in the Chinese film market especially in mainland China is remarkable. Under the background, the study of film brand, as an important part of the film industry research, is increasingly attracting the attention of academia and industry. At the same time, from the perspective of communication study, the rapid development of Chinese film industry is accompanied by the advent of Internet era and the omnimedia’s gradually in-depth trend in social development. This article will analyze and study the Chinese film brand influence on brand construction, brand marketing, and brand extension in omnimedia era from perspectives of ‘road comedy movies, marketing materials, movie’s IP’. Moreover, it aims to research and to put forward the proposals of the improving path of Chinese film brand influence.In the aspect of brand construction, this article from the perspective of the Chinese road comedy movies, adopts the research methods of data statistics, genre film theory, audiences analysis to study the trend of the domestic road comedy movies and to research the new trends and new connotations of the Chinese film brand construction behind it: the trend of the movie creation as being episodes, the updating of the Chinese film audiences, the influence and penetration from the internet aesthetics to the movie contents.In the aspect of brand marketing, this article from the perspective of film marketing materials, is to research the Chinese film brand marketing in omnimedia era by analyzing the new features of film marketing materials: the diversity and content tendency of marketing materials, the traditional marketing materials presented as new performance forms by merging in the internet platform, the appearance of ‘O2O media’ and ‘O2O marketing materials’, and the word-of-mouth of audiences turned into marketing materials.In the aspect of brand extension, this article analyzes the rise of ‘IP’ phenomenon in the domestic film and television industry in omnimedia era, and analyzes the relationship between omnimedia and movie’s IP as well as the influence from ‘IP’ phenomenon to media environment and film industry by using the theories of omnimedia and media.In the end, it reflects the relationship between ‘IP’ and film brand: IP is the extension of brand.In the analysis of each part, brand construction is the foundation of the brand influence, brand marketing is the improving approach of the brand influence, brand extension is the amplification of the brand influence. From ‘brand construction’ to ‘brand marketing’ and to ‘brand extension’, it is a process that the film brand influence deepens and expands gradually. Through the analysis of the process by stages, it will contribute to the overall grasp and detailed thinking of the Chinese film brand influence in omnimedia era.