1University of Southampton (Faculty of Humanities), Southampton, United Kingdom, SO16 7NS
Marketing is a vital part of the film industry; film marketing uses various methods to let audiences know about a film and then go to the cinema to watch it. Compared with the western film industry, the marketing consciousness in the Chinese film industry started late. Also, due to the relatively special art form, the low-budget art house films always failed to carry out effective marketing with cost restrictions as a result. However, emerging social media offers new opportunities for the marketing of low-budget art house films, which provides filmmakers with a convenient and inexpensive advertising platform. New media film marketing is more and more involved in the whole process of film production and distribution, and it affects the box office results to a great extent. Therefore, the new media film marketing plays an important role in the development of the film industry. The research on how Chinese low-budget art house films use new media for marketing is very useful for the Chinese film industry.
Film industry, new media marketing, low-budget films, art house films
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