Research on the Optimization of Film Marketing Strategy by New Media

Abstract

Combining new media and film marketing means has become an indispensable part of today’s film industry. This study focuses on the influence of the popularity of new media on film marketing. With the popularity of the internet and the rise of new media, film marketing is facing unprecedented opportunities and challenges. New media platforms, such as social media and video-sharing websites, provide a wide range of communication channels for movies, making movie trailers, posters, and promotional activities spread to the audience quickly. Targeted advertising and precision marketing enable filmmakers to target audiences and improve marketing efficiency and return rate accurately. However, new media marketing is also information overload: fierce competition and user privacy. Combining the definition of new media and specific cases, this paper discusses the optimization function of new media on film marketing strategy. By exploring the relationship between new media and film marketing, this paper analyzes the characteristics of new media and its role in specific film marketing success cases and draws the reasons and strategies for using new media in film marketing to achieve good results at present.