Research on the Phenomenon of Over-promoting Movies in the Era of Short Video

Abstract

With the rapid development of information technology, new media, as a typical example of social media, rises abruptly, relying on the Internet, which has caused a strong impact on traditional media. In the era of information fragmentation, domestic films have more chance to catch people's eyes especially through social media, such as Tiktok, Instagram and Youtube. The huge number of users on social media allows film capitalists to target some potential user groups. Whenever a movie is about to be released, filmmakers always choose to vigorously promote it on social media, such as short videos, in order to attract more audiences and attract box office. However, social media itself is a double-edged sword, and marketing methods are sometimes difficult to grasp, and there are countless films that attract attention by exaggerating facts, especially on social platforms where information spreads quickly. This article will study and analyze several common ways and types of over-marketing by using short videos, so as to find out the disadvantages of over-marketing of domestic films, and give a warning and suggestion to the publicity mode of future films.