互联网传播视域下文艺片深度营销的特点及偏离——《地球最后的夜晚》变《地球最“困”的夜晚》

Characteristics and Deviation of in-depth Marketing of Literary Films from the Perspective of Internet Communication: The Last Night on Earth Becomes The Most Sleepy Night on Earth

2018年末,毕赣带着他的第二部电影长片《地球最后的夜晚》回归大荧幕,成为大众关注的焦点,其电影传播也成为现象级的营销案例。本文从互联网传播的角度分元素传播、价值传播、个人符号传播及意见领袖传播四个方面分析其深度营销的特点,并挖掘其营销偏离的原因。

In late 2018,Bi Gan returned to the big screen with his second feature film, the last night on earth ,which became the focus of public attention. The spread of this film has also become a phenomenal marketing case. This article will analyze its characteristics of marketing from the following four aspects included the spread of elements,value,personal symbols and opinion leaders and dig the cause of the marketing deviation.