Film Marketing in the context of New Media

Research Article
Open access

Film Marketing in the context of New Media

Yu Wang 1 , Danyu Zhao 2 , Yue Li 3
  • 1 International College, Zhengzhou University, Zhengzhou, 450052, China    
  • 2 School of Film and Television Arts and Cultural Communication, Changsha University, Changsha, 410022, China    
  • 3 Sawyer Business School, Suffolk University, Boston, 02108, U.S.A.    
  • *corresponding author
Published on 1 March 2023 | https://doi.org/10.54254/2753-7048/3/2022329
LNEP Vol.3
ISSN (Print): 2753-7056
ISSN (Online): 2753-7048
ISBN (Print): 978-1-915371-09-6
ISBN (Online): 978-1-915371-10-2

Abstract

Widespread use of the Internet and the COVID-19 epidemic have provided a chance for online marketing. The paper aims to compare film marketing strategies on different new media platforms, and also future research possibilities are proposed. This work is based on the data sources from published articles, secondary sources, and grey literature searched through the electronic databases, Google Scholar and other official messages. The work compares the differences in the marketing strategies and features of the three different types-a social media platform, a short video platform and a scoring platform, and discuss about the double-edged impact. In the context of the explosive growth of Internet use and the impact of the COVID-19 epidemic hindering offline film marketing, it is worthy of exploring the significance of online promotion.

Keywords:

new media, service marketing, film marketing, movie, Douban, TikTok, Twitter

Wang,Y.;Zhao,D.;Li,Y. (2023). Film Marketing in the context of New Media. Lecture Notes in Education Psychology and Public Media,3,767-774.
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References

[1]. BMeeker,M.,Wu,L.(2018)Internet trends 2018.

[2]. Lovelock,C.,and Patterson,P.(2015)Services marketing.Prentice Hall,Pearson Australia.

[3]. Maslow,A.H.,(1981)Motivation and personality.Prabhat Prakashan,

[4]. Molina,B.(USA Today),(2017).Twitter overcounted active users since 2014,shares surge on profit hopes.https://www.usatoday.com/story/tech/news/2017/10/26/twitter-overcounted-active-users-since-2014-shares-surge/801968001/

[5]. Wojcik,S.,Hughes,A.,(2019).Sizing up Twitter users.Pew Research Center,24.

[6]. Fortnite Wiki.(2019)Black Widow Outfit.https://fortnite.fandom.com/wiki/Black_Widow_Outfit

[7]. Ettenberg E.(2003)The Next Economy,Enterprise Management Publishing House,Beijing.

[8]. Kaikati,Andrew M.,Jack G.Kaikati."Stealth marketing:How to reach consumers surreptitiously."California management review 46.4(2004):6-22.

[9]. Amos,C.,Holmes,G.,Strutton,D.,(2008)Exploring the relationship between celebrity endorser effects and advertising effectiveness:A quantitative synthesis of effect size.International journal of advertising,27(2),pp.209-234.

[10]. Fiske,J.,(1992)The cultural economy of fandom.The adoring audience:Fan culture and popular media,pp.30-49.

[11]. Martensen,A.,Grønholdt,L.,Bendtsen,L.,Jensen,M.J.(2007)Application of a model for the effectiveness of event marketing.Journal of advertising research,47(3),283-301.

[12]. Wallaroo Media,(2021)TikTok Statistics–Updated Sep 2021.https://wallaroomedia.com/blog/social-media/tiktok-statistics/

[13]. He,Q.(2017)Analysis of Chinese mobile Internet users'behavior.https://www.analysys.cn/article/detail/1000785.

[14]. Li,M.(2019)The limitations and countermeasures of TikTok's algorithmic recommendation mechanism.New Media Research,5.02:28-29.

[15]. Liu,P.(2021)How long will the phenomenon of"licensing before use"for short videos of movies and TV appear.https://m.gmw.cn/baijia/2021-04/15/34765107.html

[16]. TechWeb,(2013)Douban Announces 200 Million Monthly Reaching Users Doubling Compared to Last Year.http://www.techweb.com.cn/internet/2013-11-13/1356287.shtml.

[17]. Yecies,B.,Yang,J.,Shim,A.G.,Soh,K.R.,Berryman,M.J.(2016)The Douban online social media barometer and the Chinese reception of Korean popular culture flows.https://ro.uow.edu.au/lhapapers/2614/

[18]. Zhao,J.,Lui,J.C.,Towsley,D.,Guan,X.and Zhou,Y.,(2011)Empirical analysis of the evolution of follower network:A case study on Douban.IEEE.In 2011 IEEE Conference on Computer Communications Workshops(INFOCOM WKSHPS),pp.924-929.

[19]. Tejada,K.(2015).Social Media Marketing in the Film Industry.https://digitalcommons.calpoly.edu

[20]. Douban.(2021)The Matrix.https://movie.douban.com/subject/1291843/.

[21]. Douban(2021)Inception.https://movie.douban.com/subject/3541415/.

[22]. Douban(2021)Inception.https://movie.douban.com/subject/3541415/.

[23]. Kerrigan,F.,Yalkin,C.(2009)Revisiting the role of critical reviews in film marketing.

[24]. Sohu.(2020)After“Lost in Russia”and“The Winners”,there Are hundreds of free movies to watch on TikTok.https://www.sohu.com/picture/384522492

[25]. Buchmann,A.(2010).Planning and development in film tourism:Insights into the experience of Lord of the Rings film guides.Tourism and Hospitality Planning&Development,7(1),77-84.

Cite this article

Wang,Y.;Zhao,D.;Li,Y. (2023). Film Marketing in the context of New Media. Lecture Notes in Education Psychology and Public Media,3,767-774.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 3rd International Conference on Educational Innovation and Philosophical Inquiries (ICEIPI 2022), Part II

ISBN：978-1-915371-09-6(Print) / 978-1-915371-10-2(Online)
Editor：Abdullah Laghari, Nasir Mahmood
Conference website: https://www.iceipi.org/
Conference date: 4 August 2022
Series: Lecture Notes in Education Psychology and Public Media
Volume number: Vol.3
ISSN：2753-7048(Print) / 2753-7056(Online)

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References

[1]. BMeeker,M.,Wu,L.(2018)Internet trends 2018.

[2]. Lovelock,C.,and Patterson,P.(2015)Services marketing.Prentice Hall,Pearson Australia.

[3]. Maslow,A.H.,(1981)Motivation and personality.Prabhat Prakashan,

[4]. Molina,B.(USA Today),(2017).Twitter overcounted active users since 2014,shares surge on profit hopes.https://www.usatoday.com/story/tech/news/2017/10/26/twitter-overcounted-active-users-since-2014-shares-surge/801968001/

[5]. Wojcik,S.,Hughes,A.,(2019).Sizing up Twitter users.Pew Research Center,24.

[6]. Fortnite Wiki.(2019)Black Widow Outfit.https://fortnite.fandom.com/wiki/Black_Widow_Outfit

[7]. Ettenberg E.(2003)The Next Economy,Enterprise Management Publishing House,Beijing.

[8]. Kaikati,Andrew M.,Jack G.Kaikati."Stealth marketing:How to reach consumers surreptitiously."California management review 46.4(2004):6-22.

[9]. Amos,C.,Holmes,G.,Strutton,D.,(2008)Exploring the relationship between celebrity endorser effects and advertising effectiveness:A quantitative synthesis of effect size.International journal of advertising,27(2),pp.209-234.

[10]. Fiske,J.,(1992)The cultural economy of fandom.The adoring audience:Fan culture and popular media,pp.30-49.

[11]. Martensen,A.,Grønholdt,L.,Bendtsen,L.,Jensen,M.J.(2007)Application of a model for the effectiveness of event marketing.Journal of advertising research,47(3),283-301.

[12]. Wallaroo Media,(2021)TikTok Statistics–Updated Sep 2021.https://wallaroomedia.com/blog/social-media/tiktok-statistics/

[13]. He,Q.(2017)Analysis of Chinese mobile Internet users'behavior.https://www.analysys.cn/article/detail/1000785.

[14]. Li,M.(2019)The limitations and countermeasures of TikTok's algorithmic recommendation mechanism.New Media Research,5.02:28-29.

[15]. Liu,P.(2021)How long will the phenomenon of"licensing before use"for short videos of movies and TV appear.https://m.gmw.cn/baijia/2021-04/15/34765107.html

[16]. TechWeb,(2013)Douban Announces 200 Million Monthly Reaching Users Doubling Compared to Last Year.http://www.techweb.com.cn/internet/2013-11-13/1356287.shtml.

[17]. Yecies,B.,Yang,J.,Shim,A.G.,Soh,K.R.,Berryman,M.J.(2016)The Douban online social media barometer and the Chinese reception of Korean popular culture flows.https://ro.uow.edu.au/lhapapers/2614/

[18]. Zhao,J.,Lui,J.C.,Towsley,D.,Guan,X.and Zhou,Y.,(2011)Empirical analysis of the evolution of follower network:A case study on Douban.IEEE.In 2011 IEEE Conference on Computer Communications Workshops(INFOCOM WKSHPS),pp.924-929.

[19]. Tejada,K.(2015).Social Media Marketing in the Film Industry.https://digitalcommons.calpoly.edu

[20]. Douban.(2021)The Matrix.https://movie.douban.com/subject/1291843/.

[21]. Douban(2021)Inception.https://movie.douban.com/subject/3541415/.

[22]. Douban(2021)Inception.https://movie.douban.com/subject/3541415/.

[23]. Kerrigan,F.,Yalkin,C.(2009)Revisiting the role of critical reviews in film marketing.

[24]. Sohu.(2020)After“Lost in Russia”and“The Winners”,there Are hundreds of free movies to watch on TikTok.https://www.sohu.com/picture/384522492

[25]. Buchmann,A.(2010).Planning and development in film tourism:Insights into the experience of Lord of the Rings film guides.Tourism and Hospitality Planning&Development,7(1),77-84.

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