The Influence of Film Marketing Strategy on the Film Box Office

Abstract

The purpose of this study is to have a more in-depth study and discussion on marketing and film marketing market, so as to provide more thinking and suggestions for China's future film marketing strategies, promote the development of Chinese film marketing and make Chinese films better go to the world. This paper used the analysis of the box office data to compare the box office differences between Chinese films and foreign films (China and the United States, China, and Western films) and analyze the influence of different groups on the box office of Chinese films. From the research conclusion: the selection of material can greatly affect the movie box office. Through the analysis of the performances of patriotic films and science fiction films in domestic and foreign markets, it’s can see that patriotic films are more dominant in China, and the box office of science fiction films is also growing rapidly in recent years. Through the analysis of different movie publicity strategies, it can be concluded that the star effect has both positive and negative effects. It can better guarantee the support rate of fans for movie stars, but in some movies, it also damages the attraction of the movie to the general audience to a certain extent. Through the study of word-of-mouth marketing, this paper found that the influence of word-of-mouth marketing is decreasing because of the increasing number of false word-of-mouth publicity and false comments.