碩士 / 世新大學 / 傳播管理學研究所(含碩專班) / 101 / This thesis explores a“New-Year-Celebration”type of movies as a re-emerging movie genre in an attempt to illuminate how the distribution of such local Taiwanese cinemas was enabled to overcome a longstanding structural constraint imposed by global Hollywood hegemony. Originally popular in the 1970s and 80s, New Year Celebration movie genre had long been nearly non-existent in the 1990s onward, until the arrival of Cape No 7 in 2008. Often alluded to the Christmas Eve movie in the West, Chinese New Year genre movies has made a come-back.
This research first examines the historical trajectory of such a genre, contextualizing the former demise as well as recent renaissance. Subsequently, this study employs case studies to analyze three recent hits: Monga (2010), Night Market Here (2011) and Din Tao：Leader of the Parade (2012) so as to explicate the process facilitated by the interplay of global political and economic forces. The commonalities are compared, elicited and analyzed in the following dimensions: poster/trailer design in marketing campaigns, scale and schedule for theatrical releases and strategic alliance with Hollywood distributors.
This research concludes that a new form of labor division has formed in which local distributors are responsible for below-the-line (BTL) marketing, whereas Hollywood distributors with more bargaining power would schedule and determine the theatrical releases, sometimes execute the above-the-line (ATL) advertising planning. Issues on technological convergence and marketing integration are thus discussed.
| Identifer | oai:union.ndltd.org:TW/101SHU05375011 |
| Date | January 2013 |
| Creators | Wen-Te Chi, 紀文德 |
| Contributors | Hong-chi Shiau, 蕭宏褀 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 149 |
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