Film Entertainment Marketing: seven weapons of Media industrialization Operation

Hollywood strictly follows the project management system carried out by production enterprises, which not only produces a large number of high-quality films, but also scares away some directors. Like all project management manuals, Hollywood's project management books range from dozens of pages to hundreds or thousands of pages, down to the budget of a knife and stool. Dr. Zhang Xiaopeng refines the film entertainment marketing system according to the industrial value chain model, and accordingly puts forward seven key points of film entertainment marketing, which are called & ldquo; seven weapons & rdquo;.

< strong > (1) Market-oriented projects < / strong >

in order to find out what audiences like, Hollywood companies have long attached importance to market research to investigate what types of films audiences like to watch. According to the survey, science fiction films, action films, comedies and other light-hearted films account for 75%, ranking first. For this reason, a large number of such films are released every summer (prime time). Serious films such as drama films, literary films, epic films and social films account for about 60%. For this, a large number of such films are also released every autumn and winter (which is also the prime time). The content of the market survey also includes what is the ideological trend of the mass society in a certain period of time. After the ldquo;9·11” incident, the American people were in a panic, and Hollywood released some magic films that could make the audience forget the troubles of reality for a while. Series like & ldquo; Harry & middot; Potter & rdquo;, & ldquo; Lord of the Rings & rdquo; have spread like wildfire.

As early as the 1930s, major Hollywood companies have carried out comprehensive research on the Chinese market, and some have even set up & ldquo; China Department & rdquo;, to imagine how to operate the Chinese film and television market from the aspects of subject matter, actor, audience, market and so on. The Chinese film market is divided into ldquo; cities & rdquo;, & ldquo; towns & rdquo; and & ldquo; country & rdquo;3 regions for investigation, and Hollywood films are divided into & ldquo; action films & rdquo;, & ldquo; romance films & rdquo;, & ldquo; science fiction films & rdquo;, & ldquo; disaster films & rdquo;, & ldquo; historical films & rdquo;, & ldquo; music dramas & rdquo;, & ldquo; social problem films & rdquo;, & ldquo Ten types of Asian films & rdquo; and & ldquo; co-production & rdquo; solicit opinions from Chinese audiences to make adjustments that are more suitable for the Chinese market.

famous director Zhang Yimou pointed out bluntly: & ldquo; at present, the vast majority of China's audience is still the mainstream entertainment film audience, the United States, India is also the case, so the training of the audience can not ignore this fact. Making a film has the market law of survival of the fittest. If you don't make a good film, no one will watch it, and you can't get your investment back. In the long run, how can we not lose the market and the audience? As a director, he should be responsible not only to his own works, investors but also to the audience. & rdquo;

in order to establish a good project on the basis of market investigation and analysis, producers need to allocate different factor resources, adopt corresponding marketing planning plans, and determine distribution methods and strategies according to different countries or regions.

< strong > (II) Industrial production < / strong >

& the essence of ldquo; film industry is to obtain box office revenue for film projects according to the industrial production line of shooting, production, publicity and projection, which can not only recover the production and marketing costs, but also make investors get a return on their investment, so as to realize such a circular process of new film reproduction. & rdquo; Zhang Xiaopeng believes that Hollywood has become the center of the world film industry with its strong economic conditions and rich experience, and has formed a set of perfect commercial film production and promotion system.

the basic elements of the film industry include: independent producer system, star system, genre film, high publicity expenses, programmed film production process, formulaic film narrative techniques and content, etc.

the basic logic of the film industry is profit, and the artistic level of the film is secondary.

the industrial production of films is the basic requirement of the operation of China's film industry.

< strong > (3) cinematic issuance < / strong >

Cinema chain is the product of long-term competition in the film market. it is an economic and mutually beneficial association formed in a period of time by producers or distributors and several cinemas through certain economic and contractual connections. it has the remarkable characteristics of exclusive and characteristic management. The establishment of cinema system has become a common international trend, and its great charm has become increasingly apparent in film marketing.

since June 1, 2002, the reform of China's cinema system promoted by the government has changed the past Tier 4 film distribution system, broke the previous regional segmentation and closure of the domestic film market, and reduced the distribution links. The box office share of cinemas and producers has been improved (cinemas increased the share of films from 40% to 46% to 48%. Domestic films have increased to 48% to 50%. The producer's share increased from 35% to 38% to 40%).

In recent years, the implementation of the cinema system has laid the foundation for further promoting the standardized operation and open competition of the film market, and to a certain extent solved the phenomena of showing smuggled films, concealing the box office, and rampant piracy. It has ensured that the producers have more money to invest in the shooting of new films, and prompted cinema companies to increase investment in cinema transformation, so as to attract more audiences to enter the cinema.

at present, the cinema system with Chinese characteristics is not quite the same as the cinema system in many countries in the world. In the current Chinese market, cinema companies are bundled with distribution companies, and it is a reality that different cinemas basically release the same film at the same time. # p# subtitle # e# < strong > (IV) Media Operation < / strong >

film itself is a strong communication media, which has a unique advantage in the competition with other media and forms of entertainment. For the audience, the film can become the most intuitive, the broadest and the most subtle information carrier, affecting the lives of ordinary people in a vivid and vivid way. This effect is often beyond the scope of the film, in fact, it has become the most effective advertising media for the product. In order to maximize the value, the film must have a complete media form. Therefore, Zhang Xiaopeng called on: & ldquo; films are consumer media, producers and directors should pay more attention to the attributes of the film itself, rather than the pursuit of the so-called expression of ideas, or the pursuit of artistic realm. & rdquo;

charge for multimedia channels. As a form of entertainment loved by the broad masses, the market potential of the film is unlimited. In addition to traditional cinemas, the concept of the film market also includes home videotapes, home laser discs, special products of movies (such as toys, clothing, daily necessities, etc.), especially wireless television and cable television. If only the film market is understood as cinema, it is also a very backward concept. Judging from the current development of foreign films, the box office revenue of films is in many aspects. Among them, traditional cinema, home video and satellite transmission each account for about 1x3. The film communication media has also changed from simple screen communication to many media communication channels.

soft advertisements for movies. It means that a product occupies a certain position in the plot or scene of the movie, so that the audience can remember the logo of the product or company. We believe that there are too few modern mass themes in Chinese films, which not only seriously limits the placement of film soft advertisements, but also makes the popular media characteristics of films can not be well reflected. Film soft advertising is changeable and hidden in every corner of the film in a variety of ways: close-up is the favorite of soft advertising & ldquo; dwelling place & rdquo;. When the protagonist and the sponsored product appear at the same time, there is often a close-up. Especially when they drink drinks or smoke, the product trademark is clear. Calling the product by its first name through the film lines is also one of the means of soft advertising. In China, film soft advertisements are well known to audiences and the industry along with Feng Xiaogang's films. There is an endless stream of merchandise sponsorship in "Big shot", and 4 million of Motorola's "Mobile phone" is not in vain, and several mobile phones used by the stars in the film have attracted a lot of attention in the market.

Patch ads. Film patch advertising is an important source of income for the American film industry. In the past, the Chinese film industry's understanding of film was limited to the field of film as a narrative art, and did not arrange film advertisements like TV programs. When a good film gathers a large audience, the value of the film as an advertising media is highlighted.

Joint promotion. Joint promotion is funded by commodity manufacturers to combine commodity promotion with film promotion and appear in front of consumers together. For example, through the way of movie posters to produce a good advertising effect: in the trailer of "Electronic Love letter", it is obvious that & ldquo; American online (AOL) & rdquo; & ldquo; smiley face & rdquo; logo. The film's own advertisements (trailers, posters) and product logos appear at the same time, forming an interesting joint promotion. The joint promotion of "mobile phone" and Gome, "hero" and Dopda mobile phone, "ambush on all sides" and founder computer are all successful cases.

& ldquo; when Chinese films embark on the road of media, the industrialization of Chinese films has taken an essential step. & rdquo; Zhang Xiaoceng believes that: & ldquo; China's film industry needs to develop the media product form of films on the one hand and shoot convertible films on the other. & rdquo;

< strong > (5) industrialization < / strong >

from the perspective of film entertainment marketing, the biggest financial source of film organizations in the future is not film distribution revenue, nor film advertising, but derivative licenses from film brands and copyrights. All the copyright, products, symbols, plot, text, images, themes, characters and sounds related to the film can be materialized into specific consumer goods to promote the extraordinary development of film industrialization.

there are two interrelated forms in the development of film industrialization: one is the film itself-ldquo; time window-rdquo; distribution mode, and the other is the development of film-related commodities. & ldquo; time window & rdquo; distribution is a copyright management model. After the launch of the project film, the strong brand power and numerous market opportunities need to be released and grabbed by means of television, network, CD, DVD and so on. Therefore, the specific time interval from cinema screening to each of the above modes of transmission is a complete & ldquo; time window & rdquo;. The related commodity development mode is the brand management model, which mainly refers to the brand authorization business such as toys, games, clothing, tourism and so on.

< strong > (VI) legal norms < / strong >

in the film market of various countries, laws and regulations are regarded as a very important tool to regulate the operation of films. The impact of laws and regulations on film entertainment marketing is mainly reflected in two aspects: one is to use laws and regulations to limit the ideological content of film works; the other is to use laws and regulations to regulate film entertainment marketing business activities.

in film entertainment marketing activities, film production, distribution, broadcasting, and the transfer of related rights are inseparable from the contract. This is the legal basis of commodity trading in market economy. A film contract is an agreement reached by creators, producers, users, etc., about the production and operation of a film.

In addition, the film project operator should review the legal responsibilities and obligations in the various contracts involved in the advertising campaign to ensure that the rights and obligations are compatible and that the performance of the contract has a reliable legal basis.

the development of film industrialization is a commercial act based on intellectual property rights, and authorization is a legal act. The production of film-related goods must be licensed by the owner of film intellectual property rights.

< strong > (7) capitalized Finance < / strong >

The purpose of

investors is to increase the value of their capital through investment. Therefore, financial management is the core of film and television project management, which is essentially a process of resource allocation in the form of capital supply and demand.

the film project needs to prepare the capital budget at the preparatory stage, carry out cost accounting and management at the shooting stage, examine and check the implementation of the production team's plan, quota and budget, and analyze the reasons for film cost reduction or overexpenditure, so as to adopt measures to reduce production costs and ensure the safety of funds.

China's film industry is generally faced with the difficulty of insufficient development funds, so there is a strong demand for new capital investment. Social capital is integrated into the film and television industry through industrial financing channels, and it is suggested to set up a venture capital fund for the film and television industry in the mode of operation to fundamentally solve the problem of insufficient capital in the development of the industry.

the fast-growing Chinese film industry is also going through the process of public listing and recapitalization. Through capital accumulation and accumulation, several large groups can be formed in the industry to lead the development of the whole film industry.

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