Research on the Influence of Weibo Marketing on Box Office of Films

A Case Study of the Top 20 Films in the Chinese Box Office Rankings in 2019

DOI

10.2991/aebmr.k.210210.036How to use a DOI?

Keywords

Weibo, marketing, film box office

Abstract

In recent years, the film market in mainland China has developed rapidly, and the box office has increased year after year. In 2019, the total box office of the mainland Chinese film market was 64.1 billion yuan. How to market, promote and encourage viewers to consume is an important factor influencing whether a film can sell. Among the top 50 films released in mainland China in 2019, 48 films have opened official accounts on Weibo for marketing promotion, which shows the importance of Weibo marketing to film box office. This paper will take the top 20 films in Chinese domestic box office ranking in 2019 as the subjects to study what kind of marketing can have a positive impact on the film box office and promote the booming development of the film industry.

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  - Dan Lu
AU  - Yutian Fan
PY  - 2021
DA  - 2021/02/21
TI  - Research on the Influence of Weibo Marketing on Box Office of Films
BT  - Proceedings of the 6th International Conference on Economics, Management, Law and Education (EMLE 2020)
PB  - Atlantis Press
SP  - 226
EP  - 233
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210210.036
DO  - 10.2991/aebmr.k.210210.036
ID  - Lu2021
ER  -