Research on the Influence of Weibo Marketing on Box Office of Films

In recent years, the film market in mainland China has developed rapidly, and the box office has increased year after year. In 2019, the total box office of the mainland Chinese film market was 64.1 billion yuan. How to market, promote and encourage viewers to consume is an important factor influencing whether a film can sell. Among the top 50 films released in mainland China in 2019, 48 films have opened official accounts on Weibo for marketing promotion, which shows the importance of Weibo marketing to film box office. This paper will take the top 20 films in Chinese domestic box office ranking in 2019 as the subjects to study what kind of marketing can have a positive impact on the film box office and promote the booming development of the film industry.