Abstract:  Marketing is a high valueadded link in the chain of film industry. Different from general marketing, film marketing gives priority to positioning and communication. Nearly 20 modes of film marketing can be identified and analyzed by applying the theoretical framework of communication elements, which include subject, information, means, medium, and object. The integrated film marketing is highly meaningful and of great practical value. Big data gathered can greatly enhance the efficiency of film marketing.

Key words:  film marketing▏ integrated marketing, big data, positioning, communication