| With the steady development of the Chinese film market,the number of domestic films and box office is growing rapidly,and the film genre becomes more abundant.Now the gap between China and the United States film market is shrinking,but the United States has obvious advantages in film series.In order to promote the development of Chinese film market and enhance Chinese films’international competitiveness,it’s necessary to expand the market share of the domestic film series and improve its communication effect.This paper selects domestic film series that released in 2010-2016 as the reseaech sample,taking the box office and the word of mouth(WOM)as the reference standard for measuring the communication effect.At the same time,Combined with movie types、creative mode、marketing techniques and some other factors,the communication effect of the dometice film series is analysed comprehensively.The results show that the overall communication effect of the domestic film series is poor.There are many problems like slow growth、single type、polarization between the box office and WOM、and the lack of international influence.Then I analyze the causes of these problems from two aspects:the film production and film marketing techniques.The poor performance of the domestic film series is mainly due to the lack of creativity and the relative backwardness of IP development,as well as the lack of clear positioning and overall awareness.At the end of the paper,I also make some specific recommendations to make the domestic flims to be better spread in the future. |
