近年来国内影院呈井喷态式发展,但因竞争激烈,其宣传营销大多采取单兵作战的策略,缺乏系统的总结。上海早期电影院的宣传营销手段可圈可点,解放后计划经济体制下电影院的宣传也不乏新意。发展到新媒体时代,上海影院的宣传营销方式及案例值得参考和借鉴。国际案例选取美国作为参照,介绍美国电影院营销的历史与发展。 In recent years, domestic cinemas have developed in a well-blowout style. However, due to fierce competition, most of their marketing campaigns adopt a single-soldier strategy without a systematic summary. Shanghai early cinema promotional marketing remarkable, after the liberation of the planned economy under the cinema publicity is no lack of new ideas. To the new media era, Shanghai cinema’s marketing methods and cases worthy of reference and reference. The international case selected the United States as a reference to introduce the history and development of the U.S. cinema marketing.