An Empirical Study on Marketing Strategies of Chinese Fantasy Films from the Perspective of Industrial Integration (2012-2021)_Vol. 2 No. 4 (JNME 2025)_Journal of New Media and Economics (ISSN: 3005-5725)

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An Empirical Study on Marketing Strategies of Chinese Fantasy Films from the Perspective of Industrial Integration (2012-2021)

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DOI: https://doi.org/10.62517/jnme.202510406

Author(s)

Ruijiao Chen

Affiliation(s)

Lanzhou University of Arts and Science, Lanzhou, Gansu, China

Abstract

From an interdisciplinary perspective that integrates industrial economics and communication studies, this study systematically analyzes 19 fantasy films released in China between 2012 and 2021, each achieving a box office revenue of over RMB 100 million and having complete records of promotion and release. Employing a multiple-case comparative analysis method, it systematically examines the characteristics of their marketing strategies. First, cluster analysis is applied to the promotional and release data of the sample films to identify common patterns; then, six films with outstanding box office performance and distinctive marketing features are selected for case comparison, providing an in-depth deconstruction of their marketing practices. The study finds that Chinese fantasy films have formed three core marketing models: a “sentiment-scarcity” collaborative marketing mechanism based on emotional resonance and supply-demand regulation, a cross-industry marketing network integrating resources from multiple industries, and a derivative product development system driven by cultural symbol innovation. Through empirical analysis, the study reveals the implementation pathways of these strategies, offering a practical paradigm for marketing innovation in Chinese genre films.

Keywords

Fantasy Films; Marketing Strategies; Collaborative Marketing; Cross-Industry Marketing; Derivative Product Development

References

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