Analysis on Marketing Path of Classic Film Re-Screening Based on 4V Theory

Abstract

The re-screening of classic films is an indispensable part of the mature film market. Many old films, restored and upgraded, can still ignite audiences' enthusiasm and reap remarkable box office results when they are re-released years after a lag. However, not every re-release of a classic film is a huge success. Some films have spent a lot of money to restore the re-release, only to be rushed out of theaters to lackluster reviews. How to achieve the maximum value of classic film re-screening? Based on the 4V marketing theory proposed by Professor Wu Jinming, this paper analyzes the marketing path of successful re-screening of classic films in the future from four aspects: differentiation, functionalization, added value and resonance.