| Summary: | 碩士 === 國立中山大學 === 傳播管理研究所 === 94 === Since “The City of Sadness” won the first Golden Lion Award of International Venice Film Festival, winning an international award has become a rule that Taiwanese film do its marketing strategy. However, although “The City of Sadness” created a high profit in its sales, other awarded movies seem not so lucky in the sales performance.
This research mainly bases on the aspect of marketing to study the phenomenon that Taiwanese film industry devotes in attending international film festival as its marketing strategy and further to analyze the relationship between the movie box office and this phenomenon. Secondary data would be employed in this research.
As a result, besides “The City of Sadness”, both “The Wedding Banquet” and “Crouching Tiger Hidden Dragon” also have good performance in their sales. However, the success of these two movies not only resulted from getting awards but also the stories of the movies could attract people to go to the theater. According to the result of this research, we can find that there are more than 400 international film festivals in the world, but only Oscar Award is related with the sales of the film. On the other hand, other film festivals have not been able to attract people as much as “The City of Sadness” did. Moreover, this situation also can prove one thing: the movie should be developed by commercial mode in order to be accepted by most audiences.
To sum up, Taiwanese movies are on purpose (e.g. increase profit and government support) to attend international film festival. However, there are not any benefits to the market of the Taiwan movie and it will let audiences to be distant from their owner entertainments product of their country. If Taiwan government cannot identify the real direction of the Taiwan movies, there is no future of Taiwan movies.
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