Analysis on Marketing Path of Classic Film Re-Screening Based on 4V Theory

The re-screening of classic films is an indispensable part the mature film market. Many old films, restored and upgraded, can still ignite audiences' enthusiasm reap remarkable box office results when they are re-released years after a lag. However, not every re-release huge success. Some have spent lot money to restore re-release, only be rushed out theaters lackluster reviews. How achieve maximum value re-screening? Based on 4V marketing theory proposed by Professor Wu Jinming, this paper analyzes path successful in future from four aspects: differentiation, functionalization, added resonance.