What is the era of media convergence?

In the new media environment that users input for the first time, film marketing has a relatively perfect channel. In the era of media convergence, besides the traditional propaganda and sales methods such as film release, poster promotion, cinema activities and traditional media promotion, the film promotion conference uses the network, convenient mobile terminals and clients for all-round and wide-spread communication. In addition, the marketing in the era of media convergence can be more efficient and low-cost, and the precision and interpersonal communication mode greatly improve the success rate of film marketing. First, the new trend of information dissemination in the era of media convergence has brought great changes to the entire film industry. Mobile terminals are universal, which not only makes information dissemination faster and more convenient, but also changes the status and relationship between communicators and audiences under the traditional media discourse. At the same time, it has the characteristics of wide communication coverage, fast information circulation, high communication intensity and strong adhesion between the two sides. Such changes require that there should be positive interaction between various departments in the promotion and marketing of films. At the same time, we should actively change the outdated marketing concepts in the past and boldly introduce new marketing strategies and production management models at home and abroad. Secondly, the rapid rise of technical media has also broadened the channels for the dissemination of China films. The development of new media communication mainly depends on the development and maturity of communication technology, which realizes effective interaction between communication platforms and promotes media integration, and all communication platforms are compatible and seamlessly connected. All kinds of films spread by cinema can still be widely spread and forwarded in the network, and the nonlinear spread of the network has also brought great convenience to the audience. Viewers can watch domestic and foreign movies that suit their tastes through the Internet without leaving home. This gives the audience the initiative and choice of the film, and the audience's choice becomes active in such a rich and massive film, which means that the film industry is facing greater competitiveness and pressure, and how to do a good job in film marketing has become a major problem for filmmakers. Third, the development of converged media communication and the popularity of the Internet have brought challenges to the film industry, and also brought a brand-new profit model. In recent years, big data and information digitization have developed in various fields. The online cinema created by the progress of Internet technology can make the audience watch movies at any time on the mobile terminal. For example, clients such as iQiyi can watch a large number of movies through member recharge. This way of watching movies, which is different from the traditional cinema mode, has created a new value growth model for the film industry, and the new profit model needs a new marketing model to pave the way for maximizing value and income.