电影精准营销的大数据基础:以《头号玩家》为例

Big Data as the Foundation of Movie's Precision Marketing:Taking Ready Player One as an Example

大数据时代的到来,给电影营销乃至电影产业的发展带来新的机遇和挑战。如何更加科学有效地利用大数据助力电影精准营销,成为学术界和电影界共同思考和实践的问题。本文立足于大数据时代下的市场特征,从电影的内容生产、营销推广及终端上映三个环节出发,结合《头号玩家》电影营销实例进行分析,尝试探究在大数据背景下电影制作和发行单位如何利用自身的资源和特性,借助大数据分析工具,选择不同的目标市场,实现精准营销。

Big data brings chances and challenges to film promotion and the whole film industry. How to use big data to help the precision marketing of a movie becomes an academic as well as industrial topic. This article analyses the film promotion of Ready Player One from the perspective of its contents,promotion and on air, in order to discuss how movie makers and producers should use their resources and products, choose target audience and do precision marketing with the help of big data.