The Marketing Strategies of Films on Douyin

Zhenyu Du; Yiqi Feng; Zongqi Kang; Chenhao Liang

doi:10.54254/2753-7048/5/2022931

Research Article

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Published on 17 May 2023

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Du,Z.;Feng,Y.;Kang,Z.;Liang,C. (2023). The Marketing Strategies of Films on Douyin. Lecture Notes in Education Psychology and Public Media,5,778-783.

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The Marketing Strategies of Films on Douyin

Zhenyu Du *^,1, Yiqi Feng ², Zongqi Kang ³, Chenhao Liang ⁴

¹ Network and New Media, Hubei Engineering University, Xiaogan 432000, China
² Film and Television Director Production, The Central Academy of Drama, Beijing 100710, China
³ Journalism, Guangzhou Huashang College, Guangzhou 511300, China
⁴ Drama, Film and Television Literature, Xinyang Normal University, Xinyang 464000, China

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2753-7048/5/2022931

Abstract

Since the outbreak of the coronavirus pandemic, the film and television industry has continued to slump, with numerous theaters and film companies closing down. Instead, short videos have gained a large audience by integrating many online resources. At present, most of the academic discussion focuses on the concept, characteristics, and prospects of short video communication. However, research on the mode "short video + film publicity and distribution" is still relatively scarce. Compared to the previous roadshows, this new promotion mode combines cinema and short video platforms. Under the background of the transformation, this paper analyzes the marketing strategies of films on Douyin and the reasons for their success. The research methods used in this paper include case analysis and comparative analysis. It is found that Douyin’s short videos have maximized the promotional effects of Chinese films in four aspects: emotional value, music market, celebrity effect, and trending topic effect, and the traffic matrix formed by the celebrity effect chain generates the most profit.

Keywords

short video, film marketing, communication strategy, film publicity and release, new media

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Cite this article

Du,Z.;Feng,Y.;Kang,Z.;Liang,C. (2023). The Marketing Strategies of Films on Douyin. Lecture Notes in Education Psychology and Public Media,5,778-783.

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About volume

Volume title: Proceedings of the International Conference on Interdisciplinary Humanities and Communication Studies (ICIHCS 2022), Part 4

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

ISBN：978-1-915371-35-5(Print) / 978-1-915371-36-2(Online)

Conference date: 18 December 2022

Editor：Matilde Lafuente-Lechuga, Muhammad Idrees

Series: Lecture Notes in Education Psychology and Public Media

Volume number: Vol.5

ISSN：2753-7048(Print) / 2753-7056(Online)

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