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 Douyins 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.
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