After the film system reform in 1993, the degree of marketization of Chinese films is gradually increasing. In the 21st century, the quality, quantity and box office of China's domestic films have improved by leaps and bounds. However, compared with commercial and thematic films, domestic art-house films still account for a relatively small proportion of the market.
In the course of film industrialization in China, only the film content has been paid attention to by the domestic public opinion circle and theoretical circle for a long time, and the marketing field has been paid less attention. The marketing practice of Chinese art films only stays in the surface layer and USES marketing methods, but does not complete the integration from the characteristics of the film products and the current situation of the market. This paper analyzes the present situation of domestic art film market and marketing practice, suggests that China's domestic art film doesn't really reach the marketing era, there is still a low degree of specialization, marketing type and by the single source of income, lack of sustainability, policy exists many problems, such as larger risk is an urgent need to practice research movie marketing operation.
This paper consists of three chapters. The first chapter is introduction, which analyzes the research background and purpose of this paper. The second chapter analyzes the current situation of Chinese art film market and American art film market, and points out the problems existing in the domestic art film market. The third chapter proposes the solution strategy. Finally, the paper summarizes the contributions and shortcomings.