Short Video & Movie Advertising: Opportunity or Restriction? A Case Study of “Lost in the Stars”

Abstract

This study department explores the dual impact of short video platforms on film marketing, and through an in-depth case study of the film Lost in the Stars, reveals the unique role of short video promotion in modern film marketing and its potential challenges. Short video platforms have become important for movie promotion due to their convenience and rapid dissemination. By utilizing the wide coverage and efficient dissemination of the short video platform, “Lost in the Stars” successfully combined the movie’s highlights with hot social events, significantly increasing audience attention and box office revenue. However, this promotional strategy also reveals a potential inconsistency between the movie’s content and the audience’s expectations, suggesting that the movie should avoid oversimplifying the content in short-video marketing to avoid affecting the audience’s overall moviegoing experience. This study not only illuminates the potential of short video platforms to enhance the competitiveness of the film market but also points to the need to balance innovation and content quality when utilizing these platforms to maximize long-term brand value and audience satisfaction.