A CURRENT SITUATION AND STUDY ON ADVERTISEMENTS BEFORE FILMS START DEVELOPMENT TRENDS
ABSTRACT: It is an important issue for Chinese film industry to consider how to fully utilize the value of advertising before films, which has newly emerged and needs to be improved substantially. This paper introduces the backgroud of advertising before films in China and foreign countries and analyzes its concepts, characteristics, strength and weakness. Based on the experience of Europe and the United State and the theory of marketing, advertising, consumer behaviour etc, this paper finally gives proposals for future development of advertising before films in China.
Key words： Advertising before films; Marketing; Current situation; Trend;
