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2015年,动画电影《大圣归来》以其独特的“自来水”式宣传策略以有限的的宣传投资取得了优秀的票房成绩以及周边销售成绩。“大圣归来”式的自来水式电影宣传策略如今被奉为业内难得一见的营销范本,却一直没有一个较为全面的分析。本文通过了解分析此电影的宣传手段,分析其宣传的成败得失,通过此电影特殊的“自来水”式宣传策略,尝试分析总结出一套“自来水”式电影宣传策略,为新形式电影宣传提供一个参考。
In 2015, animated film “Daisetsuzan” achieved excellent box office results and surrounding sales results with limited promotional investment with its unique “Water” strategy. “Taisheng back ” type of water-based film advertising strategy is now regarded as the industry’s rare marketing model, but has not been a more comprehensive analysis. Through analyzing and analyzing the propaganda means of this movie, this article analyzes the success or failure of its propaganda. Through this film’s special “tap water ” propaganda tactics, tries to analyze and summarize a set of “tap water ” movie propaganda tactics, Movie promotion to provide a reference.