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2012年6月8日,美国梦工厂电影制作公司的年度大片《马达加斯加3》正式登陆中国大陆。一年前创作《功夫熊猫2》,在中国席卷了1.86亿人民币票房的原班创作人马,时隔一年后又在全球掀起热潮。相似的创作风格,相似的运作模式,《马达加斯加3》收到和《功夫熊猫2》一样重磅出击满载而归的效果,更像是《功夫熊猫2》运用媒介力量走向世界的模式一种延续与拓展。想起一年前《功夫熊猫2》的火热,让人不得不思考这样一些依靠舶来文化成长起来的“美国熊猫”们,到底是如何走向世界,红遍全球。回想起来,《功夫熊猫2》在世界影坛的成功,既与电影本身的内容精彩、吸引力过人密不可分,更与制片方为电影所制定的一套在全球范围内进行营销策划的方案有着重要关系。人们说,一部卖座的好电影,三分靠前期制作,七分靠后期宣传,即使是前期的制作,《功夫熊猫2》的制片方同样把它作为营销策划的重要一环,在制作上紧密围绕着营销的概念和计划进行,加上后期宣传的全力出击,最终在电影市场大胜而归。一年后,电影余热过去,分析了解该影片的营销策划,能够为电影市场乃至任何媒介的产品提供一个营销策划的典型范例,作为媒介产品开拓市场、赢得市场的重要参考基础。
On June 8, 2012, the annual film “Madagascar 3” of the American DreamWorks film production company officially landed in mainland China. A year ago, Kung Fu Panda 2 was created and the original author of the 186 million yuan box office was swept in China. A year later, it started a boom in the world. Similar to the style of creation, similar to the mode of operation, “Madagascar 3” received and “Kung Fu Panda 2” as heavy as the full effect, more like “Kung Fu Panda 2” the use of media power to the world model of a continuation and expansion . Remembered a year ago, “Kung Fu Panda 2” fiery, people have to think about such a way to rely on the growth of the ship to come up, “American Panda ”, in the end is how to go to the world, popular in the world. In retrospect, the success of “Kung Fu Panda 2” in the world cinema not only makes the content of the movie itself extremely exciting and attractive, but also makes it possible for the filmmaker to set a worldwide marketing plan The program has an important relationship. People say that a good blockbuster hit the third stage by pre-production and the seventh by publicity. Even the pre-production, the producer of “Kung Fu Panda 2” also takes it as an important part of marketing planning Closely around the concept of marketing and planning, coupled with the full promotion of late publicity, the ultimate victory in the movie market. A year later, the movie waste heat in the past, analysis and understanding of the film marketing plan, can provide a typical example of marketing planning for the movie market and even any media products as an important reference basis for media products to open up the market and win the market.