Festival Marketing: Film Promotion Shaped by Traditional Chinese Culture ——Taking the Spring Festival Comedy Film as an Example

Ruobing Yang

doi:10.54254/2754-1169/53/20230826

Research Article

Open access

Published on 1 December 2023

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Yang,R. (2023). Festival Marketing: Film Promotion Shaped by Traditional Chinese Culture ——Taking the Spring Festival Comedy Film as an Example. Advances in Economics, Management and Political Sciences,53,177-182.

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Festival Marketing: Film Promotion Shaped by Traditional Chinese Culture ——Taking the Spring Festival Comedy Film as an Example

Ruobing Yang *^,1,

¹ College Of Art, Hebei University, Baoding Hebei Province, 071000, China

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/53/20230826

Abstract

In recent years, with the continuous growth of the Chinese film market and the improvement of the cultural level and consumption willingness of Chinese residents, the holiday film market has gradually developed in China. The Chinese holiday film market has sprouted since the Spring Festival, and then developed into Spring Festival movies, National Day movies, summer movies, etc. Under different schedules, it is the background of holiday culture that highlights this film market phenomenon. How to combine the cultural background of film festivals with the film industry is an important challenge that the Chinese film market needs to face. This article adopts the method of case analysis, and through the comedic elements of Spring Festival films, it can be concluded that films should adhere to content innovation, integrate patriotism, cater to the aesthetic needs of the public, achieve a balance between business and art, in order to reflect and summarize, and promote the better development of the Chinese film market.

Keywords

festival marketing, Chinese film, Spring Festival schedule, comedy element movies

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References

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About volume

Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Conference website: https://www.icftba.org/

ISBN：978-1-83558-153-7(Print) / 978-1-83558-154-4(Online)

Conference date: 8 November 2023

Editor：Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.53

ISSN：2754-1169(Print) / 2754-1177(Online)

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