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电影既是产品,又是媒介,如果我们用生命周期的眼光看待电影,电影产品生命期中的不同阶段,必然会带来不同的营销机遇,发挥强弱不等的媒介功能。电影不仅能够成为娱乐新闻的头条,也能成为整个社会关注的话题。《哈利·波特》、《阿凡达》、《变形金刚》在全球创造了震撼的票房佳绩,展现了一波又一波吸金神话的魅力。当电影制造的话题、电影制造的体验成为一种特殊的市场驱动力并成功地被企业
Film is both a product and a medium. If we look at the different stages in the life cycle of films and movies with a life-cycle perspective, we will inevitably bring different marketing opportunities and give play to media functions of varying strengths and weaknesses. Movies can not only become the headlines of entertainment news, but also become a topic of concern to society as a whole. “Harry Potter”, “Avatar”, “Transformers” in the world to create a shocking box office success, showing the charm of a wave of gold myth. As the topic of filmmaking, the experience of filmmaking becomes a special market driver and has been successfully adopted by corporations