The study of Relationship between Taiwanese Films of Marketing Media Platform Use and the Box Office

• Main Authors: Chi,En-Yang, 季恩揚
• Other Authors: Lo,Yen-Hung
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/33936343561985086309

碩士 === 中國文化大學 === 新聞學系 === 104 === Environment and the box office of the Taiwanese films have gradually been improved along with the development of cultural and creative industry. Together with the technological advances, promotions of films marketing have been conducted in a multi-dimensional way. Thus, this study aims to explore the correlation between the performance of the Taiwanese films and application media platforms for promotion at use of movie marketing. According to literatures of the strategies that affect the decision of movie viewers and the promotions of movie marketing, this research compiled the possible media factors of promotions that might affect box office and organized those media strategies into four levels. Thefactors in traditional media platform include TV media (news reports, programs and advertisements), print media (newspapers, magazines and advertisements), broadcast media (programs and advertisements), outdoor advertisements, and trailers and other spaces. On the other hand, the media factors in new media include social networks, films forums, online news, and online advertisements. This research studied 188 Taiwanese films from 2009~2013, during the development of the social media. A database was established depending on the movie’s media strategy. As data collection was not easy and there is timeliness, the media strategical factors werere-selected in the end, removing broadcasting, outdoor media, movie theater spaces, non-social networks and TV advertisements. Multiple regression statistical analyses were adopted to estimate the impact towards box office. According to the results of this study, the usage of media platforms has significant impact towards the box office; the TV media platform among traditional media platforms has the significant impact towards the box office. From various the media platforms in movie marketing, TV news reports and social network demonstrated their influence. Explanations and suggestions were proposed in this study which can be taken as reference by the film industry.