Film Marketing Strategies in the New Media Environment

Kaiyan Tang ()
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Kaiyan Tang: Chongqing University of Technology, School of Accounting

A chapter in Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025), 2025, pp 956-964 from Springer

Abstract: Abstract Against the backdrop of the rapid development of Internet technology and the widespread use of new media, the competition in the film market has become increasingly fierce, and traditional marketing models have become difficult to meet the demands. It is urgent to explore new marketing methods. This study focuses on film marketing strategies in the new media environment. By comprehensively applying methods such as literature research and case analysis, we deeply analyze the current situation, problems and challenges of film marketing in this environment and propose corresponding countermeasures. The study found that new media has transformed the film marketing environment. Although the current short video, emotional, word-of-mouth, and precision marketing strategies have been effective, they face problems such as marketing homogenization, overmarketing, and the proliferation of false information. For this reason, film marketing needs to be innovative, combining the highlights of the film with the characteristics of the platform to create differentiated marketing. Regulate industry behavior and enhance the credibility of information. Explore new marketing directions and tap into potential markets. Through these initiatives, maximize the commercial and cultural value of films and promote the healthy and prosperous development of the film industry.

Keywords: New media; Film marketing; Marketing strategy; Coping strategy (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-874-5_111

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DOI: 10.2991/978-94-6463-874-5_111

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