Abstract:
In
recent
years,
with
the
rapid
development
of
the
Internet,
more
and
more
movies
are
promoted
via
social
media
platforms.
The
purpose
of
this
research
is
to
explore
differences
in
social
media
marketing
strategies
between
the
United
States
and
China,
and
to
provide
recommendations
about
using
social
media
to
the
film
industry.
Furthermore,
I
provide
detailed
information,
such
as
the
background
of
social
media,
and
different
movie
marketing
strategies.
Through
inventory
data
collection
and
an
analysis
method,
I
collected
information
about
the
usage
of
media
platforms
and
employed
case
study
methodology
to
focus
on
two
specific
movies:
the
Fast
&
Furious
7
(America)
and
Lost
in
Hong
Kong
(China).
After
analyzing
data
collected
from
the
inventory
and
case
study,
I
offer
a
summary
of
the
different
social
media
marketing
strategies
between
these
two
countries
and
give
some
related
recommendations
to
the
Chinese
and
American
movie
industries.