Research on the Influence of the Development of Short Videos on Content Marketing in the Film Industry

Abstract

As the Internet technology evolves and matures, movie content marketing patterns are also constantly updated. The effect that short videos have on movie marketing in the age of technological explosion has already been a popular theme. Nevertheless, there is still insufficient research on how short video affects movie content marketing. This essay aims to evaluate the impacts of new strategies on the Chinese film market and lists practical suggestions through a systematic analysis of the traits of short videos and audiences, and the promotional methods filmmakers use. The discovery is that the official marketing teams rely on short videos to reconstruct film content, propagate emotions, and guide interactions. In that case, official teams are able to achieve their goals of reducing costs as well as improving box office. Simultaneously, marketing anomie tends to cause audiences' disgust due to incorrect strategies being applied. For that reason, this article raises advice that filmmakers should focus on movie content and audiences' feelings, and seek long-term value marketing.