Film Marketing, Social Media Strategy, Cross-border Collaboration
Abstract
With the rapid development of the global entertainment industry, competition in the film market has become increasingly fierce. Driven in particular by technological progress, this study takes The Avengers as a case study to explore in depth its successful experience in integrating traditional and digital marketing methods. It analyses how it used innovative marketing strategies to drive box office growth, increase audience engagement, and enhance brand value. The study found that The Avengers made full use of viral social media communication, cross-industry collaboration, fan interaction, and word-of-mouth marketing in its film promotion. It successfully attracted the attention of audiences around the world through trailers, behind-the-scenes footage, and brand collaborations. In addition, the comprehensive marketing strategy that combined traditional media advertising with social media interaction, as well as global promotional activities, also greatly contributed to the film’s global box office performance. This study reveals the importance of innovation and integration of film marketing strategies for film success in the context of globalization and digitalization.
