The dilemma of movies' success

Altogether 66 movies were released in cinemas this summer. Of these, 16 registered box office returns of more than 100 million yuan each ($16.34 million). Although the total box office return was 5.82 billion yuan, it was contrasted by poor word-of-mouth promotion for the movies. In the age of the Internet, the film industry has used some new marketing methods but still has a large room for improvement, says an article in Economic Daily. Excerpts:

Traditionally, marketing and promotion of movies have included posters, billboards, outdoor advertisements and other mediums. With the advancement of the Internet and rise of new media, movie makers, big and small, have used newer mediums, including micro blogs or WeChat, to promote their productions.