The Web 3.0 era has reinforced the commodity nature of movies, and the survival of increasingly commercialized movies in the market has become a high-profile issue, and marketing strategies have become more customized. Among many marketing success stories, "Incantation" is a phenomenon, surpassing the NT$150 million box office mark in only four weeks of release. As a Mock-documentary horror film, the story of "Incantation" has few highlights, a low investment of NT$30 million, and a lot of traditional horror film shooting techniques, but it was able to beat other films released in the same year. This paper will analyze the sophisticated marketing model of "Incantation" in the context of Web 3.0, explore the key to its commercial success from four aspects: interesting, interests, interaction and individuality, and summarize the strategies to provide reference for how Chinese movies can "go out" through streaming media.

Shaojie Tie, Zhenzi Wang. Extreme East Asian Horror: Analysis of the Marketing Model of the Mock-doumentary Horror Film "Incantation" in the Perspective of 4I Strategy. Frontiers in Art Research (2023) Vol. 5, Issue 3: 106-110. https://doi.org/10.25236/FAR.2023.050319.

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