A Study on The Strategy Of "Social Media Loop" Of Chinese Commercial Films--Taking Chen Sicheng's Film as An Example

Abstract

Today's Chinese film industry is thriving, and there are many commercial films that have achieved high box office. So how to stand out from the crowd and get high box office is a question to ponder. Therefore, this paper starts from the study of Chen Sicheng's commercial film's media marketing tactics to explore the media marketing strategy of Chinese commercial film constitutes the closed loop of media marketing. Such a study is significant, not only in terms of how it helps a high-grossing film come to life, but also in terms of the positive lessons such marketing strategies can have for other industries. Finally, this paper finds that the media marketing strategies for Chinese commercial films include, but are not limited to, localising the scripts with current hot topics, and providing a large amount of exposure before and after the release of the film, such as roadshows and appearances of the protagonists on variety shows, in order to attract traffic to the film. These media marketing strategies form a closed media marketing loop that positively impacts the box office of commercial films. But "excessive viral marketing and consumption of hot topics" can have a negative impact. Thus, according to this paper, the marketing of films should be done in a proper way.