当今,任何一部有票房号召力的影片,其观众大都承认正是由于广告传媒的宣传把自己吸引进电影院。的确,当经济改革迫使中国电影业必须冲破与市场经济不相谐调的计划经济的樊篱而一步步走向市场化经营的时候,市场的宣传策划和运作在影片发生、票房收入、效益产出等一系列运营机制中,会愈发显现出必不可少的重要功用。并且,宣传作为影片发行促销的重要手段,已不能象计划经济那样随意和漫不经心,而必须充分考虑市场的需求、消费者的好恶,以此而投入专门的经费来策划,制定出一套与市场经济相适应的宣传方案。一个显而易见的事实,如今任何一部想走红、能走红的影片,都离不开精心的宣传与包装,都蕴含着经营策划人的心血和智慧。北京等大城市电影票房收入的逐年攀升,近年分帐影片运作形式所创造的一次次令人刮 Today, any video that has a box office appeal, most of its viewers admit that it is because of advertising media to attract themselves into the cinema. Indeed, when economic reform forced the Chinese film industry to break through the barriers of a planned economy incompatible with the market economy and step by step into a market-oriented operation, the propaganda and planning and operation of the market should be carried out in the light of film production, box office receipts, output of benefits, etc. Series of operating mechanisms, will be more and more revealed an essential function. Moreover, as an important means of promoting film distribution, publicity can no longer be as casual and careless as the planned economy. It must fully consider the needs of the market and the likes and dislikes of consumers and devote special funds to planning and formulating a market-oriented system. Economic adaptation programs. An obvious fact is that today, any film that wants to become popular and famous can not be separated from elaborate propaganda and packaging, all of which imply the hard work and wisdom of business planners. Beijing and other cities in the movie box office revenue year by year, in recent years the operation of the film created by sub-order scraping