Film Market Research Articles

Research on the Optimization of Film Marketing Strategy by New Media

Combining new media and film marketing means has become an indispensable part of today’s film industry. This study focuses on the influence of the popularity of new media on film marketing. With the popularity of the internet and the rise of new media, film marketing is facing unprecedented opportunities and challenges. New media platforms, such as social media and video-sharing websites, provide a wide range of communication channels for movies, making movie trailers, posters, and promotional activities spread to the audience quickly. Targeted advertising and precision marketing enable filmmakers to target audiences and improve marketing efficiency and return rate accurately. However, new media marketing is also information overload: fierce competition and user privacy. Combining the definition of new media and specific cases, this paper discusses the optimization function of new media on film marketing strategy. By exploring the relationship between new media and film marketing, this paper analyzes the characteristics of new media and its role in specific film marketing success cases and draws the reasons and strategies for using new media in film marketing to achieve good results at present.

The Influence of Self-Media Film Reviews on Willingness to Pay for Movies: A Theory of Planned Behavior Approach

The Chinese film industry is showing signs of recovery in the post-epidemic era, but with the explosion of short videos and short dramas, the film market has been squeezed rapidly. Exploring the factors that affect consumers’ willingness to pay for movie watching has an important impact on the recovery of the film industry. Among the many factors that affect consumers’ willingness to pay for movie watching, exposure to self-media film reviews has become increasingly important. Based on the Theory of Planned Behavior, this study uses a questionnaire survey to conduct a statistical analysis, intending to explore how exposure to self-media film reviews affects consumers’ willingness to pay for movie watching. The study found that the influence of self-media film reviews on users’ movie choices is multifaceted. Users’ perceptions of value and emotional experiences with paid movie viewing significantly affect their attitudes toward accepting movie reviews and recommendations. These findings provide theoretical support for film marketing and audience decision-making.

Investigation of the Impact of New Media on Movie Advertising

As the landscape of mass entertainment shifts towards new media—characterized by short-form videos, interactive content, and decentralized platforms—the traditional film industry is undergoing significant changes in its advertising strategies. This paper investigates the impact of new media on movie advertising by analyzing how digital channels, such as social media and streaming services, have transformed traditional promotional methods. Utilizing reliable secondary sources, this research explores various aspects of new media’s influence on film marketing, focusing on case studies like “Avengers: Endgame” and “Spider-Man: No Way Home” to highlight effective strategies. The findings reveal that new media offers unprecedented opportunities for audience engagement through dynamic and interactive content, surpassing the effectiveness of traditional methods. Social media campaigns, marked by high levels of engagement, viral content, and influencer collaborations, have proven particularly successful in driving film visibility and box office success. The research concludes that future studies should incorporate emerging platforms like TikTok, which present novel ways to connect with younger demographics and create shareable content. By understanding the evolving trends and integrating new media strategies, filmmakers can optimize their advertising approaches to enhance audience reach and maximize commercial success.

Predicting Movie Box Office Based on Machine Learning, Deep Learning, and Statistical Methods

Abstract. The global film industry has been proved to impose a significant impact on both culture and the economy, with box office revenue serving as a crucial indicator of a film's commercial success. This study utilizes data from the Kaggle "TMDB Box Office Prediction" competition, encompassing 3,000 films released between 1990 and 2018, to predict movie box office revenue using Random Forest, XGBoost algorithms, and deep learning models such as Bidirectional Long Short-Term Memory (Bidirectional LSTM) and Simple Recurrent Neural Network (SimpleRNN). The goal is to develop a model that accurately predicts movie box office. By comprehensively considering multiple factors such as budget, popularity and film characteristics, this study not only significantly improves the accuracy of box office prediction, but also provides a scientific basis for the formulation of film market strategies. The results demonstrate that the Bidirectional LSTM excels in handling complex time-series data, showing strong trend-capturing capabilities, while XGBoost exhibits greater robustness in dealing with complex data and outliers. These findings can not only provide guidance for making more effective strategies on film production and distribution, but also provide new directions for future research, such as delving into the impact of social media on box office and developing more sophisticated predictive models to adapt to changing market dynamics.

Digital Dissemination of African Films in China: A Case Study of the Bilibili Platform

Cultural communication is of great significance to countries in shaping their national image and enhancing their national soft power. However, due to the influence of African politics and economy, African films always face the situation of insufficient production capacity in the film industry, internationalization experience, and film professionals. As a result, its culture has been discounted in the process of dissemination. In particular, African films have for many years relied only on video and other channels of dissemination, making it difficult to compete with the production and wide dissemination of films from Europe and the United States. Therefore, African films have only accounted for 4% of the African film market share in their home countries.

Digital Dissemination of African Films in China: A Case Study of the Bilibili Platform

Cultural communication is of great significance to countries in shaping their national image and enhancing their national soft power. However, due to the influence of African politics and economy, African films always face the situation of insufficient production capacity in the film industry, internationalization experience, and film professionals. As a result, its culture has been discounted in the process of dissemination. In particular, African films have for many years relied only on video and other channels of dissemination, making it difficult to compete with the production and wide dissemination of films from Europe and the United States. Therefore, African films have only accounted for 4% of the African film market share in their home countries.

Discussion on Empathetic Communication of Chinese Film Music -- Take Lost in the Stars as an example

Film music, as an artistic individual that can be independent of anything and a media tool that can assist film communication, has a profound impact on the development of the film market due to its highly permeable and emotional characteristics. From the perspective of empathy, film music has the connecting function of evoking emotional resonance, so film music is one of the important factors affecting audience experience and communication effect. This paper will take the movie Lost in the Stars as an example to discuss the empathetic communication of Chinese film music in four parts.

Study on the Optimization Strategy of Chinese Film Ticket Price Pricing

Film, as an important cultural industry and entertainment mode, has developed over the years and formed a relatively complete industrial chain. However, in the long-term development process, movie ticket pricing has always been a hot issue that has attracted much attention. In recent years, China's film market has shown a trend of rapid development, and the box office has repeatedly reached a new high, but the level of movie ticket prices has also been rising, which has triggered widespread social concern and discussion.Research and optimization of movie ticket pricing strategy is of great significance to improve the competitiveness of the movie market and promote the sustainable development of the movie industry.This paper first reviews the current research status of the predecessors, summarizes the relevant theoretical basis needed for the study, analyzes the existing problems in movie ticket pricing, conducts an analysis of the change in domestic ticket prices and compares it with international prices, and finally concludes with an optimal strategy.

Construction of New Female Image in Early Modern China - Review of <i>Performing China: Female Stars, Performance Culture, Visual Politics, 1910-1945 </i>by Huiling Zhou

The author of the book <i>Performing China: Female Stars, Performance Culture, Visual Politics, 1910-1945</i>, Huiling Zhou, through the method of careful cross-text reading of cultural and video data and the theory of performance cultural studies, studies the tortuous course of constructing new female images of Chinses women represented by female film stars in the early 1920s and 1930s. They are not only “theater actresses” on the screen, but also “social actresses” in social practice. In face of various social opinions, gossip and party comments at that time, early Chinese female stars found ways to release themselves in their screen roles and real lives in the real society. Their performances in the process of China’s modernization revealed the society’s conception of the country, urban scene and female image at that time. Hollywood’s influence on Chinese films in the 1930s was profound and extensive, from the portrayal of urban women in China to the demonstration of film marketing strategies. From the perspective of film performance, the author analyzes the process of cross-cultural communication and interaction between China and the United States in the 1930s, involving various aspects of film, literature, politics, painting and industry. The difficulty of reading this book lies in its strong theoretical nature. Then, the film documents and image data selected by the author in the early 1920s and 1930s are relatively unknown to many people today. The author’s cultural research method with visual as core of cross-cultural interaction research can make us have some new thinking about many popular cultural forms at present, and broaden our vision and thinking.

Research on the Impact of Social Media Marketing of Films on Consumer Behaviour

Before and at the early stage of a movies release, a successful movie marketing strategy will have a great attraction and influence on the target audience. The trailer is a marketing tool used before the official release of a movie, and its main function is to market and publicize the movie to a general audience, as well as be an effective tool for the audience to understand the movie. And topic marketing is to position the content of the movie through emotional value, social topics, potential consumer experiences, and so on, to build consumer awareness of the movie. Effective marketing promotion can increase the conversion rate of the audience want to see by influencing consumer decision-making behavior. Therefore, this paper explores the impact of two social media marketing methods (trailer marketing and topic marketing) on consumer decision-making behavior on Weibo and Douyin from the perspective of the audiences want to see conversion rate. This will provide a useful reference for movie producers to carry out effective marketing promotions.

Impact of Short Video Marketing on Film Promotion: A Case Study of Douyin Platform

Short video platforms, with their ease of content production, wide dissemination, and large user base, have become important mediums in the internet, providing new opportunities for film marketing and promotion. This study explores the use and effects of short video platforms (Douyin) in film marketing. Through case analysis and in-depth interviews, short video marketing has significant advantages in disseminating film information, attracting audiences with diverse content forms, and increasing exposure and appeal. However, issues like excessive plot leakage and content homogenization may affect audience expectations and viewing experience. The study also reveals that short video marketing excels in emotional resonance and guiding social topics but should avoid over-reliance on star power and misleading promotions. Based on these findings, the study recommends optimizing short video film marketing strategies, including maintaining content novelty, enhancing emotional marketing, effectively using audiovisual language, and accurately targeting audiences to improve marketing effectiveness and audience engagement.

Exploring the Development of Soft Science Fiction Films in the Chinese Film Market: Taking Dune 2 as an Example

Following the cessation of the COVID-19 pandemic, the Chinese film industry has experienced a resurgence, leading to fresh prospects for the Chinese science fiction film market. On March 8, 2024, the Chinese mainland will host the release of Dune 2, which has garnered significant popularity in the Chinese science fiction cinema market. The goal of this study was to investigate whether the popularity of the Dune series of movies in the Chinese film market persists. The objective of this study was to investigate the potential influence of the Dune series of movies on the Chinese science fiction film industry. This article provided an in-depth examination of the film "Dune 2" as a specific example. This analysis utilized the distinctive attributes of the "Dune 2" film series, as well as the commercial performance and value demonstrated in the Chinese film market. It combined fundamental business theory and cinematic art knowledge to conduct a thorough examination and observation. The study yields three key outcomes: the successful adaptation of movies based on popular intellectual properties, achieved by appropriately innovating the original IP; the advancement in filming technology, which propels the growth of science fiction movies by establishing a dedicated technology park for the film industry; the influence of film music on the coherence of movie narratives, through the creation of music that aligns with the unique style of each film. This study aimed to investigate the attributes of the Chinese science fiction film market and offers recommendations for the advancement of Chinese science fiction films.

Analyzing the Future of Pixar Based on the Current Status

Pixar Animation Studios is currently facing a challenging situation due to the intense competition in the animated film market. As a result, the study's purpose is to investigate how Pixar should develop in the future to get out of this predicament. To solve the research question, this article will discuss Pixar's achievements in animated films as a case study. The first reason for the problem is technological innovation. The suggestion is to develop the use of artificial intelligence (AI) and virtual reality (VR) in animated film production and formats. The second reason for the problem is connected innovation; the suggestion is insisting on original IP and extending the industry chain. The third reason for the problem is not proactively catering to market needs; the suggestion is meeting diversified needs and strengthening international outreach cooperation. The value of this paper is to provide some reference suggestions for the development of animated films and fill the research gap in the future development of Pixar.

Exploring the New Interpretation of the Fengshen Story

As a classic Chinese mythology novel, Fengshen yanyi (Investiture of the Gods) is famous for its cultural value, historical value and social value. The story of “Fengshen” is also considered a rich source of inspiration for entertainment and cultural industries in China, influencing a wide range of audiences with diverse backgrounds. As developing the potential “story universe” of Fengshen has become a hot topic in the Chinese film market, reinterpreting Chinese mythology needs to be focused on. Based on the case of the “Fengshen story”, this study aims to explore the new context of Chinese mythology by collecting and analyzing secondary research, categorizing and organizing the findings, and discussing further research from different perspectives, thereby understanding the modern adaptations of traditional Chinese mythology and suggesting a bright future of conducting interdisciplinary research on Chinese mythology in the new context.

Film Industry at the Service of EU Identity Politics

Mass cinema can act as a powerful tool for influencing public opinion by appealing to shared values and collective historical memory, while simultaneously constructing and guiding these elements in alignment with policy objectives. This article explores the thesis that national cinema, as an element of a common cultural code, plays a significant role in the formation and reinforcement of collective (socio-cultural) identity. Specifically, it examines the significance of Brussels' efforts to cultivate a robust film industry as part of the European Union's strategy for constructing a collective identity.The authors test the hypothesis that cinema serves as a medium for fostering a sense of belonging and emotional connection among EU citizens. To this end, the study aims to uncover the specific mechanisms by which common historical and social narratives are conveyed through European Union cinema. The research methodology is grounded in a structuralist perspective on cinema (P. Wallen, C. Metz).The article analyzes how the EU has intensified its institutional support and promotion of European cinema, particularly in response to the «crisis of ideas» in Hollywood, which has left a void in the global film market. This analysis is contextualized within the broader sociopolitical landscape, including the rising popularity of mass cinema during the pandemic and the heightened urgency for strengthening EU collective identity amid the Ukrainian crisis and the initiation of a special military operation.The findings indicate that the EU is increasingly leveraging the film industry to disseminate narratives, ideas, and values critical for both situational objectives – such as consolidating public opinion on specific political issues (illustrated by the «militarization» of the film market in response to the 2022 military operation) – and long-term goals of fortifying the EU's collective identity. However, the long-term efficacy of cinema in shaping public opinion is constrained by its susceptibility to rapid trend shifts driven by audience preferences.

Narratives of Home and Country, Emotional Awakening, and Strategic Innovation in New Mainstream Cinema: A Path Analysis of My People My Homeland

With the continuous improvement of the Chinese film market and the trends of political, economic, and cultural diversification, integration, and globalization, new mainstream cinema has emerged as a form accepted by the mass market. My People My Homeland continues the episodic and anthology style of My People, My Country, using five story units to reflect major contemporary issues. This paper analyzes My People My Homeland from the perspectives of structural paradigms, narrative angles, and strategic innovations, exploring the development of new mainstream cinema.

A Study of Creative Management and Innovative Strategies in the Film Production Process

With the vigorous development of the movie market and the increasingly diversified demands of the audience, the importance of creative management and innovation strategy in the process of movie production has become more and more prominent. This paper discusses the practice of creative management in the process of film production, and through systematic theoretical analysis and practical research, it reveals how to scientifically and effectively stimulate the creativity of the team, explore the creativity of the film, and transform it into highquality film content. At the same time, this paper also focuses on the application of creative strategies in the film market and film marketing production, and analyzes in detail how to enhance the popularity and market influence of the film through innovative marketing strategies, so as to attract more audiences and create higher box office revenues. Through the research of this paper, we aim to provide strong theoretical support and practical guidance for the sustainable development of the film industry, to promote the continuous development of the film industry, and to bring the audience more exciting and colorful movie works.

Gender (im)balance in the Russian cinema: on the screen and behind the camera

The relationship between on-screen and off-screen inequality in film industries and the relative impact of these on movie attendance is widely discussed but not necessarily empirically demonstrated. This article examines the binary gender composition of film project teams and the gendered representation of film characters as factors for cinema attendance. We collected a unique dataset (N=1285) of all films released during the pre-pandemic decade (2008-2019) in Russia – at that time the largest European cinema market. A marked-up subset of 243 films was used to calculate a novel version of the Bechdel-Wallace test that accounts for the proportion of all non-stereotypical dialogues in the film narration, as opposed to the classical binary test. Our test proves very informative, revealing a strikingly high proportion of dialogues with stereotypical portrayals of women even among the films that pass the Bechdel-Wallace binary threshold. We also undertook a social network analysis (SNA) of the characters’ communications. This analysis demonstrate that women predominantly occupy a peripheral position in film plots. Both stereotyping and marginalization of women are positively related to the proportion of men in the film crew, especially in the role of screenwriter. Simultaneously, having more men in key positions is also correlated with access to larger budgets and better distribution, thus effectively impeding films with stronger women characters from wider audiences. These audiences, however, show no prejudice towards films with such characters: after 2015, films featuring central women protagonists have the same level of attendance as movies without them. Although Russia exemplifies a large non-Western cinema market, the trends we identify, particularly the “gatekeeping” effect of male filmmakers, is notably in line with those observed in Western democracies.

Analysis Report on the Development of the Chinese Film Industry in 2023

Abstract The year 2023 marked a period of burgeoning opportunities and a return to rationality for the Chinese film industry. Throughout the year, favorable policies continued to guide the comprehensive recovery of the industry. The film market flourished again, and segmented distribution officially commenced, with new directors achieving notable successes. However, the Chinese film industry also faced challenges, such as lukewarm investment enthusiasm, uneven market demand during different periods, a shortage of high-quality films, and the rise in profit share for micro and short dramas. In the future, it will be necessary to adhere to policy-driven, creativity-driven, market-driven, enterprise-driven, and technology-driven strategies to achieve high-quality recovery and sustainable development.

An Analysis of the Marketing Mode of Modern Chinese Commercial Movies

China's movie market has continued to grow over the past few years and is now the world's second-largest box office market. Commercial movies are undoubtedly the fastest-growing category of films. This paper will systematically discuss the specific subcategory of Chinese commercial films from various aspects and explore the marketing model of Chinese commercial movies as a complex and diversified systematic project. First, this study analyzes the characteristics of the Chinese film market, the marketing mode of modern Chinese commercial films, and the types and needs of Chinese film audiences; secondly, it aims to discuss the drawbacks and challenges Chinese commercial films face under the characteristics of such an environment and marketing methods. By analyzing the market trends, industry models, and marketing strategies, the paper will delve into the development of Chinese commercial cinema as an industry and provide some suggestions on how to succeed in the highly competitive film industry.