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S Jockel. The Study of Movie Marketing [J]. The International Journal on  文献出处：S Jockel. The Study of Movie Marketing [J]. The International Journal on  文献出处： Media Management, 2015, 8(2): 84-91.  Media Management, 2015, 8(2): 84-91.  原文 原文 The Study of Movie Marketing  The Study of Movie Marketing  S Jockel S Jockel Abstract  Abstract  Movie marketing means that movies and other industrial products in society, in a  Movie marketing means that movies and other industrial products in society, in a  period of excess capacity, directly or indirectly, from the industry inside and outside  period of excess capacity, directly or indirectly, from the industry inside and outside  competition makes the film market in the market dominated by the buyers demand.  competition makes the film market in the market dominated by the buyers demand.  Movie marketing need to select the target market, value and experience of creation  Movie marketing need to select the target market, value and experience of creation  and transfer to cater to the audience, from the movie the position of consumer values  and transfer to cater to the audience, from the movie the position of consumer values  for planning, production, marketing. Related enterprises must meet the consumers in  for planning, production, marketing. Related enterprises must meet the consumers in  down to gain advantage in the market, will eventually film into consumer products to  down to gain advantage in the market, will eventually film into consumer products to  create more economic value, can be devoted to reproduction cycle in the link.  create more economic value, can be devoted to reproduction cycle in the link.  Keywords: film marketing, media, and economic value  Keywords: film marketing, media, and economic value  1 Introduc