短视频时代电影营销的“破圈”逻辑：从内容裂变到用户激活

The “Breakthrough” Logic of Film Marketing in the Short Video Era: From Content Fission to User Engagement

摘要: 在短视频蓬勃发展的数字时代，电影营销正经历深刻变革，“破圈”成为提升电影市场影响力与票房收益的关键策略。本文聚焦电影营销在短视频平台的“破圈”逻辑，深入剖析从内容裂变到用户激活的完整链路。研究发现，通过提炼电影核心亮点、融合热点元素与创新叙事形式，可打造具有高传播力的裂变内容；同时，借助互动话题、KOL合作、粉丝社群运营等手段，能有效激发用户参与热情，实现跨圈层传播。文章结合典型电影营销案例，揭示短视频时代电影营销“破圈”的底层逻辑与实践路径，为电影行业在新媒体环境下的营销创新提供理论参考与策略启示。

Abstract: In the burgeoning digital era of short video proliferation, film marketing is undergoing profound transformations, where achieving “breakthrough” (pò quān) has become a pivotal strategy for enhancing a film’s market influence and box office revenue. This article focuses on the “breakthrough” logic of film marketing on short video platforms, conducting an in-depth analysis of the complete pathway from content fission to user activation. The study reveals that refining a film’s core highlights, integrating trending elements, and adopting innovative narrative formats can create highly disseminative fissionable content. Simultaneously, leveraging interactive campaigns, KOL collaborations, and fan community operations can effectively ignite user participation and achieve cross-demographic dissemination. Illustrated with representative film marketing cases, the article deciphers the underlying logic and practical pathways of “breakthrough” film marketing in the short video era, offering theoretical references and strategic insights for marketing innovation within the film industry under new media environments.