Analysis of the Role of Social Media in Film Marketing

Abstract

The significance of social media has become an essential marketing medium for attracting and retaining customers. Social media enables users to connect and interact more frequently and closely than traditional media. The data produced by users deliver invaluable resources to boost marketing outcomes. Therefore, social media marketing has become the first choice in marketing. Among many marketing strategies, online word-of-mouth has gradually become essential to consumers' brand recognition and purchasing power. This online marketing strategy plays a substantial role in the film industry. A movie portrays culture, education, leisure, and propaganda by influencing one's thoughts and feelings. However, different from physical goods, movies are intangible, and people would not know if a movie exists if there is no promotion for this movie. This is the reason that movie is more dependent on marketing strategies. Consumers often consider buying a ticket based on what others have said about a movie online. Through the analysis of social media marketing, this paper examines the impact of social media on film marketing. Collect data on the frequency of people watching movies, the methods of obtaining movie information, whether to purchase tickets before purchasing and the impact of movie marketing on people's ticket purchases through a questionnaire survey. Collect the top 20 box office data in the Chinese Mainland on the Maoyan app, and collect the number of popular searches of the top 20 films at the box office through Sina Weibo. This paper mainly analyzed the box office data and the frequency of respondents viewing online posts before buying movie tickets. The results show that social media marketing is necessary for the movie industry because it helps attract customers and increases the box office.