Film Marketing Strategies in the New Media Environment

DOI

10.2991/978-94-6463-874-5_111How to use a DOI?

Keywords

New media; Film marketing; Marketing strategy; Coping strategy

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Kaiyan Tang
PY  - 2025
DA  - 2025/11/03
TI  - Film Marketing Strategies in the New Media Environment
BT  - Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)
PB  - Atlantis Press
SP  - 956
EP  - 964
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-874-5_111
DO  - 10.2991/978-94-6463-874-5_111
ID  - Tang2025
ER  -