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Integrated Marketing Communication about Film Festival

Author: JinDa
Tutor: ZhongHuMei
School: Central South University
Course: Communication
Keywords: Film festivals Integrated Marketing Communications Film Festival TV Festival
CLC: J941
Type: Master's thesis
Year: 2010
Downloads: 286
Quote: 1
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Abstract


According to incomplete statistics , as of the end of December 2007 , more than sixty countries around the world and by itself or take turns to host the International Film Festival has been more than three hundred , a huge influence in the worldwide film festival rarely . Academy Awards and the Cannes Film Festival, which representatives of the success of the film and television festivals , they not only made ??a great contribution to the prosperity and development of the film industry , but also to bring a huge economic and social benefits to the host city , the city and the country's business card . Film festivals are part of the festival industry , it is a special kind of communication industry economic phenomena , along with the spread of the completion of the process , this activity has generated enormous social and economic benefits . This article uses the theory of Communication Studies of film festivals , and focus on integrated marketing communication theory, marketing , application and analysis of the modern city different film festivals success and failure . First , the article will do a systematic combing the basic theory of film festivals and integrated marketing communication theory . Secondly , this paper analyzes the communication strategy and target audience of the film festivals , and integrated marketing communication mode . After that , the article focuses on the composition of \positive impact. Then select the four most representative case worldwide comparative analysis , the Academy Awards and the Cannes Film Festival due to high-quality content , and then borrow the powerful force of integrated marketing communication means , so the two the big film festivals have been held to success , which had a huge influence in the world within ; Shanghai international Film Festival and the Golden Eagle TV Art Festival is not only the lack of high-quality content , but also the lack of integrated marketing communication means , so now they are also in a bottleneck in the development phase , and can not be further developed . Finally, the paper summarizes the experience of successfully organizing film festivals , as well as the actual reference value provided by the experience of the successful staging of the future of China 's film and television festivals .

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CLC: > Art > Movies, TV Arts > Film,television, business organization and management > Studio
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