Now that Hollywood has mostly figured out how to get its biggest movies approved for release in China, studio marketers here are grappling with a new puzzle: What is the best way to woo China’s ticket buyers?
好莱坞差不多已经了解如何让它的电影大片通过中国的发行审查,接下来电影公司的市场人员正在和新的难题作斗争:什么才是吸引中国观众的最好方式?
Trailers and television advertisements, the two most effective methods to drum up interest, are difficult marketing tools to use in China. Chinese theaters do not typically play trailers. The cost of advertising on TV can be exorbitant, in part because studios must buy time at the last minute. China usually limits foreign films to an advertising window of a few weeks.
在中国,引发人们兴趣最有效的方式——预告片和电视广告这两种市场工具举步维艰。中国电影院通常并不播放预告片。电视广告的费用过于高昂,部分原因是由于电影公司必须到最后时刻才能购买广告时段。中国通常会把外国电影的广告窗口限制到几周内。
Instead, film companies pay for outdoor banners and signs, advertise online, team up with local promotional partners and, increasingly, call a company with enormous reach that few people outside of China have ever heard of: Mtime.
因此,电影公司将费用转投户外海报和标志、在线广告以及建立本地宣传伙伴,此外,它们越来越多的通过一家触角广布却在海外鲜为人知的公司——时光网。
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2020-09-15
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