营销的成功不等于电影的成功

• 作 者: 赵军
• 出 处: 中国电影市场
• 发表日期: 2013年10期
• 关键词: 科技革命 不等于 市场营销手段 《泰坦尼克号》 功夫熊猫 营销者 诚信营销 思想教育 事件营销 营销手法

电影的产业化和行业的市场化在逐渐深化,而时代大数据化正在带来相关关系的深刻变革。种种来自市场化和科技革命的信息都在促使电影的营销越发远离电影本体。营销本身的价值不言而喻,营销因为与生活方式的结合而更加备受尊重。同时,电影的综合元素早就被分解,市场越来越关心影片本身与生活方式的相关性,而非内容与人性的关系,而非内容与艺术的关联。

The industrialization of movies and the marketization of the industry are gradually deepening, while the era of big data is bringing profound changes in the relationship. All kinds of information from the marketization and technological revolution are driving the marketing of movies more and more far away from the cinema ontology. It goes without saying that the value of marketing itself, marketing and lifestyles because of the combination of more highly respected. At the same time, the integrated elements of the movie have long been decomposed, and the market is increasingly concerned about the relevance of the movie itself to lifestyles rather than the relationship between content and humanity rather than the link between content and art.