Not long after the beloved children's cartoon transformers was broadcast in China, the sale of children's toys based on the prototypes went on sale. This is one of the strategic tactics of an American toy multinational. The company's product designers and publicists looked at more than 100 children and found that they liked to disassemble new toys. So, on the eve of Christmas, the trendy modern toys - the shapeshifter - were put on the market.
There are two main approaches to film and television strategies for cultural products and services: text development and copyright development. Text development refers to the redevelopment of texts that have a continuous relationship with the original cultural products and services through the great influence of the original cultural products and service brands. This kind of text development is most prominent in the marketing of film and television dramas. A sociologist, once on American television concluded: "TV providers to be seeking to produce popular entertainment, made the only formula of such programs and superstition is to maintain the status quo, to follow the existing successful cases". In order to pursue and maintain high ratings, in view of the market response to good successful brand series, a sequel to shoot it again, and even the sequel's sequel, which usually is a matter of both insurance and profitable. Such as the six major crime group "series," the godfather "series," infernal affairs "series," the princess huanzhu "series, the traveling incognito kangxi" series, "TieChiTongYa ji xiaolan" series, "liu laogen" series, etc. This low-risk and low-profit serialization model has become an important model for the text development of film and television dramas.
The charm of cultural marketing is irresistible, and culture is a kind of spiritual captive, so cultural marketing will also lead to certain cultural conflicts. "Although culture is not a commodity, it can form a huge communication resource in the process of promoting culture. If used well, it can achieve a win-win situation. But also not to debase the culture, the culture naked commercialization, not in order to promote the product sale culture, if widespread use and as a means of promotion, and wasteful will defile cultural grade and value, consumers will also grow tired of this commodity." The outspokenness of ding junjie, a famous marketing and advertising expert, is by no means a threat, but for marketers, it is a sober reflection on our passion for cultural marketing.
Total 80% by the American film industry screen marketing income, we in the movie business, and the United States there is a big gap, the author thinks that to shorten this gap is only a matter of time, China's film career has learned to use new marketing methods and developed a sound marketing network, which will bring generous profits in return for China's movie career. In recent years, China has produce many great movie was born has attracted the world more and more attention, through the discussion of above, we can also feel the Chinese film culture marketing is the pace of the era of new fund.
