Social Media Marketing Strategies in Commercial Movies

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.