Research and Reflection on the “Low Rating but High Grossing” Phenomenon in Chinese Commercial Films: A Case Study of Detective Chinatown 3

DOI

10.2991/assehr.k.211020.157How to use a DOI?

Keywords

commercial film, film brand, marketing strategy, film industry

Abstract

This paper focuses on the “low rating but high grossing” phenomenon in recent years’ movies. Faced with the contradiction between high box office and the immature development of commercial films, how to improve film brands has become the main object of Chinese film marketing in the future. In response to the current problems, this paper proposes some paths to construct film brands: firstly, clarify the mind of a film, and complete high-concept scripts through market research and consumer positioning; secondly, play the role of behavior identity of director brands and star brands by adopting a comprehensive media strategy; furthermore, emphasize the development of visual identity derivatives and upgrade film brand consumption in the process of extending the industrial value; in addition, utilize “cultural field” with mature IP to help build better film brands.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ziyi Zhou
PY  - 2021
DA  - 2021/10/21
TI  - Research and Reflection on the “Low Rating but High Grossing” Phenomenon in Chinese Commercial Films: A Case Study of Detective Chinatown 3
BT  - Proceedings of the 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021)
PB  - Atlantis Press
SP  - 221
EP  - 224
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211020.157
DO  - 10.2991/assehr.k.211020.157
ID  - Zhou2021
ER  -