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文艺电影是指文学艺术性较高的电影,相比一般的商业电影,其更加注重电影内容和情感的表达。电影《闯入者》是中国第六代电影导演王小帅的作品,并入围第71届威尼斯国际电影节主竞赛单元,受到了广泛好评,但自2015年4月30日上映以来却遭到了排片低、票房惨淡的沉重打击。本文对电影《闯入者》的市场现状、营销手段、营销问题三个方面进行剖析,并对文艺片的发展提出了相应的发展建议,以期对未来文艺电影的营销发展有所帮助。
A literary film refers to a film with a high literary and artistic level. Compared with a general commercial film, the film emphasizes the expression of movie content and emotion. The film “Intruder” is the work of Wang Xiaoshuai, the sixth generation film director in China, and is the finalist of the 71st Venice International Film Festival. It won wide acclaim but was hit low since its release on April 30, 2015 , The box office bleak heavy blow. This article analyzes the current market situation, marketing methods and marketing problems of the film “Intruder”, and puts forward corresponding development proposals for the development of the art films in the hope of helping the future development of the literary and art films.