Research on Film Brand Marketing Strategies:Taking the Mahua FunAge Film “Successor” as an Example

Abstract

Mahua FunAge plays an important role in the field of Chinese comedy. Their works are unique and highly original, which makes their box office performance very outstanding. The advertising approach of Mahua FunAge’s 2024 film “Successor” is examined in this study from two angles: the impact of the lead role and social media promotion.In terms of the influence of leading actors, the disparity between male and female perspectives will also have different effects on the choice of direction; in terms of social media promotion, film brands can adopt more diversified promotion methods, according to the analysis of research data.The study carried out a quantitative analysis of the questionnaire survey findings and concluded that social media is still one of the most effective forms of publicity and that publicity based on social background and discussion themes would yield better results.. This study is committed to providing effective suggestions for the market promotion and film content marketing of Chinese comedy films, helping relevant scholars and film industry workers to learn from and refer to them, and promoting the overall progress of the industry.