论当代中国微电影营销策略外文文献资料.docVIP

Micro-film advertising getting popular Last Updated(Beijing Time):2012-01-11 14:32 By Hu Wenpeng With the coming of the micro- age, micro- stuffs are emerging one after another, one of them being micro-film. Leonardo DiCaprios OPPO endorsement film Find Me and Karen Moks Route 66 for Cadillac are representative works of micro films. They have been widely acclaimed by internet users since the moment they were published, with continuously climbing click volume and forward volume. On December 10, S held the first Micro-Film Competition in China National Film Museum, attracting the participation of more than 300 micro films. It offers just a glimpse of the increasing popularity of micro-film. As the term suggests, the duration of a micro-film is much shorter than a conventional film, ranging mainly from 3 to 5 minutes, with some even as short as less than 30 seconds. Besides that, a micro film has 3 distinctive characteristics: first, being produced by professional teams; second, telling a story using cinematic approaches; and third, extensive distribution through social networks, such as microblogging. Of course, sponsorship is indispensable in sustaining the development of micro-film. At present, the definition of micro-film is not clear yet. However, this online artistic genre accords effectively with the time fragmentation trend of internet users. Moreover, a micro film tends to embody a short and dramatic story. It may become a force that is to be reckoned with in the advertising industry. Micro-film has apparent advantages over conventional advertising carriers and channels. Firstly, for a micro film, the cost is low, the production cycle is short, and the release is fast. As is well known to all, the bidding price for TV ad is becoming formidably high. The cost of a prime-time TV commercial can easily go as high as hundreds of thousands RMB or even into the million. Moreover, the State Administration of Radio Film and Television has recently issued the TV comm