On the New Media Communication and Audience Orientation of the Art Film “Elephant Point-to-View”

Abstract

The contemporary film industry is facing tremendous innovation and change. Every part of the whole industry chain is experiencing new quantitative or qualitative changes under the technological background of Internet new media. In this paper, the literature review method and case analysis method are used to study the “Elephant Point-to-View” in art film distribution and audience communication. The reason for choosing the “Elephant Point-to-View” is that it is a distribution platform based on the Internet’s new media technology, and it uses the brand-new Internet communication logic and community economic model to carry out the film distribution and promotion business. Therefore, its innovation lies in that the art films of the minority on the market can break the time constraint of the limitation of cinema shows and then find the specific audience groups who are more enthusiastic about such films through precise communication channels so as to find a way out for the minority films. This paper explores how the “Elephant Point-to-View” uses the logic of new media and reshapes the relationship between the film and the audience to release, disseminate and promote the film in an in-depth way.