Social Media Best Practices for Hollywood Films and Their Applications in China.

摘要

This paper examines the convergence of film marketing and social media in China. More specifically, it explores best practices for U.S. film social media marketing and to what extent these practices could be applied to China. China is the biggest international market for U.S. filmmakers and marketers; however, the uniqueness of China's market characteristics often creates challenging wrinkles for western marketers. This dissertation aims to seek solutions to this problem by analyzing three questions: What are best practices in the use of social media in U.S. film marketing? To what extent are those practices applicable to the Chinese market? Are there any practices that are unique to China? The key issues discussed in this paper include the origin, development and current situation of the U.S. and China film industry; traditional and modern film publicity and marketing in Hollywood and China; differences and similarities between U.S. social media platforms/audience and Chinese social media platforms/audience; best practices for film social media marketing in the U.S. and to what extent these practices can be applied to China; as well as the unique practices in China. Through comprehensive and detailed secondary and primary research, six best practices are concluded for film social media marketing in China. Among these six practices, five are derived from the U.S. film social media best practices and one is unique to China.