以影院为终端的电影媒体作为新兴媒体的代表,其高品质的环境、高品质的受众、高品质的传播、高品质的营销等等价值的体现,无疑成为今年在经济颓势的逼迫下,在经营策略的变革中发展最为灿烂和劲猛的一支生力军。电影市场的火热终于烘托了电影媒体广告的全线飘红。不管是经济危机中特有的“口红效应”抑或是电影媒体运营者对媒体本质的深入理解和媒体经营的深耕细作,总之,电影媒体市场已经到了一个厚积薄发的制高点,电影广告也逐渐得到更多广告主的审视和期许!因此,本刊策划了此项专题,目的就是通过对2009年上半年中国电影广告市场的详尽介绍和对下半年电影广告投放的建议,以及对中国电影广告发展历程的客观分析,以更加全面的视角展现电影媒体的传播方式和营销价值,为广告主的媒体投放提供可资借鉴的权威依据。□ Cinema-terminal movie media as a representative of the emerging media, its high-quality environment, high-quality audience, high-quality communication, high-quality marketing and so on the value of the performance will undoubtedly become this year’s economic downturn in the next The most brilliant and fierce force in the transformation of business strategy. The fiery movie market has finally set off the full impact of the movie media ads across the board gains. Whether it is the “lipstick effect” peculiar to the economic crisis or the deep understanding of the nature of the media by film and media operators and the intensive management of the media business, in short, the film and media market has reached an accumulated high ground and movie ads are gradually getting more Advertisers look at and expectations! Therefore, the magazine planned this topic, the purpose is through the first half of 2009, China’s movie advertising market, a detailed introduction and recommendations on the second half of the movie advertising, as well as the history of the development of Chinese movie ads Objective analysis, with a more comprehensive perspective to show the film media transmission and marketing value for advertisers to provide media coverage available to authoritative basis. □