With the rapid development of interactive self-media platforms, the promotion and distribution strategies of cinema films have undergone significant changes, and viral online marketing has become an important means among them. However, despite the significant effects of this model in increasing film exposure and initial box office, the issues of misleading information and word-of-mouth risks have also received increasing attention. However, systematic research on these issues is still insufficient. This article provides an in-depth analysis of the characteristics, advantages, and potential problems of viral dissemination in the process of online promotion of cinema films, especially the negative impact of fragmented dissemination on film reputation and box office on self-media platforms. By analyzing a large number of cases and data, this article concludes that viral online marketing has a significant effect on enhancing the early attention of films, but it may also lead to a rapid decline in box office and reputation in the middle and later stages due to misleading information. Based on this, this article proposes a series of solutions, including strengthening content creation and review, building diversified communication channels, enhancing public opinion monitoring and crisis public relations, and strengthening interactive communication with audiences, aiming to help film promoters balance early exposure and long-term reputation and achieve sustained and stable box office performance.
