Film Marketing In New Media Era

With the arrival of market economy, Chinese film industry was built up gradually and the effect of film marketing was holding a bigger and bigger proportion in box office. Research on film market in new media era is not only the theoretical application of new media theory in the direction of film marketing, but also development and perfection of healthy film marketing system. Through retrieval and access to a large number of literature, we do a comprehensive study of the general definition of new media and analyze the basic characteristics of the new media and marketing ideas and patterns.Based on which we illustrated the important role of new media in film producing and distribution marketing focusing on two successfully marketed commercial films,producing marketing of film series “Tiny times” and microblog issuing marketing of film “The Continent”. Finally, we concluded the main challenges of film marketing in new media era. Firstly, due to elusive and low threshold of online remarks in new media era, it may reduce film marketing credibility. Secondly, with the new media era of online video free to watch and pirated films affected the film marketing effect. Thirdly,the self-purification capacity and remark supervising system of new media online platform are remain to be reinforced, film marketing in new media era is bearing a low insurance index. And three suggestions were proposed on account of those three challenges. First of all, applying multiple medias, in parallel, in film marketing development. Then, enhancing the online marketing credibility and making a nice internet environment. At last, innovating the film marketing strategy, realizing the whole sustainable development of internet technology, human resource strategy and market behavior.