Horror Film’s Marketing Mix and its Effect on Revenues: Using Marketing Mix as Methodology Design

Abstract

As the global horror film market continues to expand and the film industry becomes increasingly competitive, developing effective marketing strategies to increase film revenue has become one of the key issues for film companies. The impact of the marketing mix 4Ps (product, price, place, and promotion) on film revenue is becoming more and more important. Based on the marketing mix 4Ps and relevant theory of the film industry, this paper presents a case study of 2 horror films, “Mega Crocodile” and “Scare Off” produced by BRP film company. This research focuses on audiences in Chaoyang District, Beijing. By conducting a survey questionnaire, we obtained data on audience satisfaction with the 4Ps of the 2 films’ marketing mix and then analyzed the data collected to provide relevant marketing strategy recommendations. Descriptive statistical analysis and correlation analysis are used to analyze the data. This paper proposes film marketing's research designs using a marketing mix concept with preliminary findings from pilot study. The findings of this study provide valuable marketing strategy suggestions for Chinese film production companies. Film production companies can make more precise adjustments in the film's genre, production costs, and creative personnel to better meet audience needs and preferences.