An Analysis of the Marketing Strategy of Domestic Art Films in the New Media Era: A Case Study of Only the River Flows

Chinese art films have been garnering increasing attention on the international stage; however, they are still facing challenges in terms of publicity and marketing within the domestic film market. Based on this background, this paper aims to examine the marketing strategy of the recent exceptional art film Only The River Flows through a case study approach, with the employment of text analysis and theoretical analysis to identify an effective marketing model for art films. In this era of new media, both social platforms and short video platforms have presented opportunities as well as challenges for film marketing. Through the analysis, it can be seen that domestic art films need to strike a balance between their artistic value and commercial viability while they should also pay attention to comprehending the commonalities along with individualities of different marketing approaches in order to achieve critical acclaim as well as box office success.