Department of Theatre, Film Television and Interactive Media, University of York, York, UK
This paper analyses the intrinsic reasons for the box office success of the Chinese Spring Festival Film Hi Mom in the context of traditional Chinese values of filial piety and the extrinsic reasons for the film's success in the context of the AISAS marketing concept. A profound interpretation of traditional Chinese culture allows for an understanding of the prevailing social values in China. In contrast, the complex combination of the AISAS marketing concept allows for objective identification of the role and value of the Chinese online media in the dissemination and commercialization of the Chinese film and television market. This paper will provide an objective and rational analysis of the nature of the film's success at the box office to provide basic ideas and directions for the design and marketing of future films in the Chinese market.
Chinese Film, AISAS Marketing Concept, Chinese Tradition Value
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