Research On Short Video Communication Strategy Of New Mainstream Films Industry

In recent years,with the progress of technology and the overall improvement of the film industry in the marketization process,the traditional theme film has undergone a brand new change in the creation content,production level and marketing strategy.Under this new development direction,the concept of "new mainstream film" also arises at the historic moment,which is regarded as an upgraded version of the theme film.On the basis of advocating the mainstream values in the past,the new mainstream films draw lessons from the typification of commercial film stories and absorb the aesthetic audio-visual elements of art films,becoming the film types with important influence in the word of mouth and box office in today’s film market.The success of the Wolf Warriors series and My people,My Country in the market in recent years also proves the great potential of the development of new mainstream films.Although the market share and production mode of the new mainstream films have been improved to some extent,how to achieve the double harvest of social and economic benefits is the goal that the new mainstream films need to further explore and achieve.With the arrival of the 5G era,there are more channels and ways to transmit films.As the most popular way of communication in recent years,the rise of short video has led to the explosive growth of user flow of all kinds of short video platforms,as well as the rapid transformation of traditional media and their entry into short video platforms.Both short video and film are expressed by using audio-visual language,which makes short video have unique advantages in film publicity and marketing communication.Therefore,it has quickly become an indispensable means in film publicity and marketing activities.Among the new mainstream films,such as My people,My Country,The Climbers and other films,through various forms of short videos,not only become a hot topic among the audience,but also play a certain role in promoting the word of mouth and box office,and also enable the mainstream values expressed in the film to be conveyed to the audience outside the film.Although today there have been some new mainstream film obtained good effect through short video transmission,but for the new mainstream movie this particular "type",how to improve the film through a short video propaganda effect,and can make core values through the movie "screen" and "screen" to the audience,the inner space and all these problems worth discussing.Firstly,this paper analyzes the influence of short video as a new medium on the spread of films in the current Internet environment.At the level of film ontology,interpretation and secondary creation of films have increased significantly.In the link of film publicity and marketing,short video has become a way of publicity by taking short video platform as the carrier.Secondly,it points out the problems of "single communication subject","centralized communication platform" and "homogenization of communication content" in the current short video communication of new mainstream films,starting from a case by case to analyze gear during the Spring Festival in three new mainstream films "The Battle At Lake Changjin Ⅱ ","Snipers","Nice View" in a short video transmission using emotional communication,word-of-mouth,fans economic strategy,combined with the schedule films and three kind of network propagation theory in the lack of communication strategies and can ascend;Finally,from the Spring Festival file three new mainstream movie experience,combined with the characteristics of short video and mainstream culture in a short video transmission of successful cases,and short video transmission for new mainstream movie put forward "with film quality as foundation,innovation short video content form to attract mass communication","according to different platforms custom video content","keep up with current event hot spot,improve traffic " And so on.