The Integrated Marketing Of Chinese Films In New Media Environment

Film has both artistic and commercial qualities.But its commercial quality is now replacing its artistry.Commercial quality means box office.Successful box office means good marketing which means the film can increase the audiences,expand the movie recognition,open the film market.Meanwhile,it can maximize the commercialization of a movie.For American movies and other foreign movies,with the help of the new media technology,their film propaganda has already combined with new media technology maturely.Twitters,Facebook,Rotten Tomatoes,IMDB have become one of the marketing tool for foreign commercial films for ten years.In the foreign countries,especially in America,their marketing methods have already in the world's leading position.But it's totally different in China.New media technology has just developed here.Compared with traditional media,new media expands the space of information.People can post whatever they want,pay attention to whatever they are interested in,then they repost them to make more and more people know what they are caring about.Also,people can do such things anonymously in a short time.They barely do these things with other's help.They can just use the Internet,weibo,douban and so on.The convenience and the speed of the Internet make the number of new media users bigger and bigger.Weibo and douban have become the most popular tools in new media area.These tools are also changing the way of communication between the traditional media and people.This makes the new media have more advantages than traditional media in spreading information.It seems that the new media will take the place of the traditional media.Of course,we can't deny the influence of the traditionalmedia.But all the data show that the traditional media can't maximize their impact anymore.To flourish the Chinese films and expand their impact,we have to occupy the market with the effective film marketing strategies which is the necessary prerequisite.If we just care about the market without the marketing strategies,it will all be impossible.And film marketing depends on the audience.The audience is the key point.The Landlords and the main layers have not only “two-step flow” features,but also the media communication between media and audience.If the Landlord is someone important,then he will also become the “opinion leader”.This can expand the impact of the films again.This special relationship can let the movie communicate with the audience directly and exchange the value equally.Then,WOMM(word of mouth marketing)will influence and change the way consumers buying behavior.Monkey King: Hero is back was released five days breaks through two hundred million yuan to close greatly since July,10 th,2015.Its final box-office is $9.56 million which makes it become the mainland film history's highest-grossing animated film.Further more,it represented China to contest for the best animated feature film of the 89 TH Academy Awards.Although it failed,it can still prove that Monkey King's success rely on not only its great production and perfect script,but also its excellent network marketing.This article will use quantitative research to sort out the strategies of Chinese film marketing.At the same time,I'll use Monkey King: Hero is back's marketing effect to improve it.Meanwhile,by sorting out the previous studies,I'll use the theory of communication to draw the conclusion why the Chinese films can be successful.Then,on the bias of qualitative and quantitative research,I'll summarize the shortages and the recent improvement in the marketing of the Chinese films.In the end,I'll give some suggestions on how to solve these problems.In short,filmmakers always pay more attention to the commercial value,rather than the artistry.We must know that it's not enough to only use the new media technology.If a filmmaker wants to get the maximum business value,he has to use the proper strategic means from the early stage to postproduction work,like scripts,shooting,postproduction,the hype,public relation,schedules,the derivatives and so on.They should all cooperate with each other so that a film can attain the perfect marketing effect.The new media has provided a big platform to Chinese films.We believe that if Chinese films which have good scripts can master the features of every new media tools,and combine their advantages,it will no longer be a dream for Chinese films facilitating the process of internationalization.